ESCP Europe

"In a book that challenges everything you have learned about being customer driven, innovation leader Anthony Ulwick reveals the secret weapon behind some of the most successful companies of recent years. Known as "outcome-driven" innovation, this revolutionary approach to new product and service creation transforms innovation from a nebulous art into a rigorous science from which randomness and uncertainty are eliminated." "With information based on more than 200 studies spanning more than seventy companies and twenty-five industries, Ulwick contends that when it comes to innovation, the traditional methods companies use to communicate with customers are the root cause of chronic waste and missed opportunity. In What Customers Want, Ulwick demonstrates that all popular qualitative research methods yield well-intentioned but unsuitable and woefully misleading information that serves to derail the innovation process."

1. Formulating the innovation strategy: who is the target of value creation an should it be achieved --- 2. Capturing customer inputs: Silence the voice of the customer - let's talk jobs, outcomes and constraints --- 3. Identifying opportunities: discovering where the market is under-served and over-served ---4. Segmenting the market: using outcome driven segmentation to discover segments of opportunity --- 5 Targeting opportunities for growth: deciding where to focus the value creation effort --- 6. Positioning current products: connecting with valued product features --- 7. Prioritizing projects in the development pipeline: separating the winners from the losers --- 8. Devising breakthrough concepts using focused brainstorming and the customer scorecard to create customer value.