What Customers Want: Using Outcome-Driven Innovation to Find High-Growth Opportunities, Create Breakthrough Products, and Connect with Your Customers
A world-renowned innovation guru explains practices that result in breakthrough innovations\ "Ulwick's outcome-driven programs bring discipline and predictability to the often random process of innovation."\ -Clayton Christensen\ For years, companies have accepted the underlying principles that define the customer-driven paradigm—that is, using customer "requirements" to guide growth and innovation. But twenty years into this movement, breakthrough innovations are still rare, and most...
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"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, MotorolaAnthony 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.
