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What Customers Want: Using Outcome-Driven Innovation to Create Breakthrough Products and Services (Marketing/Sales/Advertising & Promotion) Hardcover – 16 Sep 2005


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Product description

From the Back Cover

From the Back Cover

"Ulwick's outcome-driven programs bring discipline and predictability to the often random process of innovation."
--Clayton Christensen, author of The Innovator's Solution

"We are institutionalizing across the entire company desired outcomes as the essential form of customer input we collect in research, and we've seen the powerful results it's had in our product development, marketing, and sales groups."
--Jeff Baker, Senior Market Research Manager, Corporate Market Research, Microsoft

"Outcome-driven thinking made it possible for us to hit a home run in the mature and competitive circular saw market. The Bosch CS20 is a breakthrough innovation and a hit with both users and our channel partners."
--Jason Schickerling, Product Manager, Bosch CS20

"Being outcome-driven enabled us to grow our market share in the angioplasty balloon market from less than 1 percent to over 20 percent and to create the stent, which became a billion-dollar business in less than two years."
--Rick Faleschini, Vice President of Marketing, Johnson & Johnson

"This approach enabled us to devise breakthrough Web-based service solutions and to make valued operational process changes. Knowing where to focus our creativity made all the difference in the world."
--Paul Zarookian, Executive Vice President, Financing Division, A. I. Imperial

"This methodology was used to create the PRO7150 and the TalkAbout--two of our best-selling radio products to date. It was also used to build a valuable patent portfolio in the fuel cell market without making a large investment in technology."
--Dr. Robert Pennisi, Director, Advanced Product Technology Center, Motorola

About the Author

Anthony Ulwick is the CEO of Strategyn, a pioneer and world leader in outcome-driven innovation. Since 1991 he has served as a consultant to Johnson & Johnson, Microsoft, Hewlett-Packard, AIG, Chiquita Brands, and dozens of other leading corporations. Mr. Ulwick's innovation practices were recognized by the editors of the Harvard Business Review as some of the best business ideas of 2002.

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Product details

  • Hardcover: 240 pages
  • Publisher: McGraw-Hill Education (16 September 2005)
  • Language: English
  • ISBN-10: 0071408673
  • ISBN-13: 978-0071408677
  • Product Dimensions: 15.7 x 2 x 23.4 cm
  • Average Customer Review: Be the first to review this item
  • Amazon Bestsellers Rank: #1,62,437 in Books (See Top 100 in Books)
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Amazon.com: 4.5 out of 5 stars 54 reviews
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5.0 out of 5 starsGround breaking rigorous approach to innovation in products.
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5.0 out of 5 starsWorth the effort
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5.0 out of 5 starsThe Innovation book - forget what they told you till now. here is the truth.
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5.0 out of 5 starsCorporate innovation driven by outcomes not ideas
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