What Customers Want
Tony Ulwick
Sep 9, 2009
Although many books have been written on innovation, What Customers Want, the best seller by Strategyn CEO and innovation thought leader Tony Ulwick, was the first book to explain how the jobs-to-be-done innovation theory was transformed into a practical, effective and proven innovation process.
In his book, Ulwick demonstrates that all popular qualitative research methods yield well-intentioned yet dreadfully misleading information that serves to derail the innovation process. Rather than accepting customer inputs such as "needs," "benefits," "specifications," and "solutions," Ulwick argues that researchers should silence the literal "voice of the customer" and focus on the "metrics that customers use to measure success when executing the jobs, tasks or activities they are trying to get done." Using these customer desired outcomes as inputs into the innovation process eliminates much of the chaos and variability that typically derails innovation initiatives.
Learn more about the innovation process that has an 80 percent success rate from the innovation thought leader who invented it. Click here to download the first chapter of Tony Ulwick's best-selling book.
