- 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)
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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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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Most helpful customer reviews on Amazon.com
Buyers have a job that needs doing .
They have multiple metrics they use to see if the job is done to their satisfaction.
Ulwick maintains, and I agree , that the bulk of the innovation failures and monstrous dissipation of capital in the pursuit of it , is due to not really knowing what job the customer needs to do and how they will measure success. (And then not delivering a solution) . Through the many examples given, Ulwick lays out how the market research and strategy work should done, how to choose between alternatives and the degree this will impact different industries. His clear examples run from very mature industries through to the most cutting edge ones. I agree with his supposition as in our practice we all to often are called into clients to help , and find that the troubles come from them just do not knowing enough about their customers. Too often both sales and marketing are looking at the wrong things to help the company. He repeats the key role that ongoing market research needs to play.
Can be a bit dry, but worth the effort.
this is the truth. and Tony has perfectly outlined how bringing innovation to market involves understanding Customer's ultimate goal.
his definition of "job-to-be-done" perfects what the best copywrighters and marketeers have Always preached and used as a compass for the route to market.
Customer wants to achieve Goals ... or solve a problem contingent to that goal.
Innovation respond to his need of help.
To be read in cojunction with Clayton Christensen Innovators DNA and innovator Solution, and some of the best copywrighter books as Bob Bly's Copywrighter handbook or Truoth "positioning" and "differentiate or die".
Ulwicks tends to boil everything down to formulae and this may not appeal to everyone. However you can always take the principles and apply them in your business without the formulae.
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