Enter your mobile number or email address below and we'll send you a link to download the free Kindle App. Then you can start reading Kindle books on your smartphone, tablet, or computer - no Kindle device required.

  • Apple
  • Android
  • Windows Phone
  • Android

To get the free app, enter your mobile phone number.

What Customers Want: Using Outcome-Driven Innovation to Create Breakthrough Products and Services 1st Edition

4.6 out of 5 stars 47 customer reviews
ISBN-13: 978-0071408677
ISBN-10: 0071408673
Why is ISBN important?
ISBN
This bar-code number lets you verify that you're getting exactly the right version or edition of a book. The 13-digit and 10-digit formats both work.
Scan an ISBN with your phone
Use the Amazon App to scan ISBNs and compare prices.
Have one to sell? Sell on Amazon
Buy used On clicking this link, a new layer will be open
$15.77 On clicking this link, a new layer will be open
Buy new On clicking this link, a new layer will be open
$18.70 On clicking this link, a new layer will be open
More Buying Choices
62 New from $7.15 80 Used from $2.91
Free Two-Day Shipping for College Students with Prime Student Free%20Two-Day%20Shipping%20for%20College%20Students%20with%20Amazon%20Student


Consumer Reports
Access expert, unbiased product reviews from web or app. Learn more
$18.70 FREE Shipping on orders with at least $25 of books. In Stock. Ships from and sold by Amazon.com. Gift-wrap available.
click to open popover

Frequently Bought Together

  • What Customers Want: Using Outcome-Driven Innovation to Create Breakthrough Products and Services
  • +
  • Value Proposition Design: How to Create Products and Services Customers Want (Strategyzer)
  • +
  • Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers
Total price: $60.61
Buy the selected items together

Editorial Reviews

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.

If you buy a new print edition of this book (or purchased one in the past), you can buy the Kindle edition for only $2.99 (Save 80%). Print edition purchase must be sold by Amazon. Learn more.
For thousands of qualifying books, your past, present, and future print-edition purchases now lets you buy the Kindle edition for $2.99 or less. (Textbooks available for $9.99 or less.)
  • Thousands of books are eligible, including current and former best sellers.
  • Look for the Kindle MatchBook icon on print and Kindle book detail pages of qualifying books. You can also see more Kindle MatchBook titles here or look up all of your Kindle MatchBook titles here.
  • Read the Kindle edition on any Kindle device or with a free Kindle Reading App.
  • Print edition must be purchased new and sold by Amazon.com.
  • Gifting of the Kindle edition at the Kindle MatchBook price is not available.
Learn more about Kindle MatchBook.


The latest book club pick from Oprah
"The Underground Railroad" by Colson Whitehead is a magnificent novel chronicling a young slave's adventures as she makes a desperate bid for freedom in the antebellum South. See more

Product Details

  • Hardcover: 256 pages
  • Publisher: McGraw-Hill Education; 1 edition (August 16, 2005)
  • Language: English
  • ISBN-10: 0071408673
  • ISBN-13: 978-0071408677
  • Product Dimensions: 6.3 x 0.8 x 9.3 inches
  • Shipping Weight: 1.2 pounds (View shipping rates and policies)
  • Average Customer Review: 4.6 out of 5 stars  See all reviews (47 customer reviews)
  • Amazon Best Sellers Rank: #82,710 in Books (See Top 100 in Books)

Important Information

Ingredients
Example Ingredients

Directions
Example Directions

Customer Reviews

Top Customer Reviews

By Mitchell Auran on July 10, 2006
Format: Hardcover Verified Purchase
I have read several new books on innovation and I finally understand why Clayton Christensen referenced the work of Tony Ulwick frequently in his book the Innovator's Solution. Although at first blush, Ulwick's thinking could be cast aside as common sense, this book has made me realize that there is a brilliant, new way to think about innovation.

Let me try to explain how Ulwick frames his thinking. Generally speaking, innovation is the process of finding solutions that address the customer's unmet needs. Most companies agree that they should first uncover and prioritize the customer's unmet needs and then devise solutions that address them - but, as Ulwick explains very well, although companies think they understand this concept, they continue to get it so very wrong - to the point where their customer-driven, "voice of the customer" led efforts are causing the failures they are trying to avoid!

This book makes it clear that because companies are focused on customers and products (and not the job the customer is trying to get done), they are simply getting the wrong inputs into innovation, and incredibly, they don't know it. In my experience, this is exactly right. Ulwick contends that to truly succeed at innovation companies must understand just what a customer "need" is. Ulwick's notion that different innovation strategies require different customer inputs (needs) was an epiphany for me.

In his books and articles on innovation, Clayton Christensen mentions the jobs-to-be-done theory, but Ulwick turns this theory into a science by making the job the customer is trying to get done - not the customer or competition - the focal point of innovation.
Read more ›
1 Comment 42 people found this helpful. Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback.
Sorry, we failed to record your vote. Please try again
Report abuse
Format: Hardcover
If you are new to market research or product innovation, this book is practical and easy to read and I recommend it. No need to read further in my comment.

For the more experienced reader: As a businessperson, I was disappointed in this book. At first I was carried away; Ulwick is a good writer. I was so excited, I restared the book and took notes. That is when I realized that this is essentially a marketing tool for his company. Ulwich doesn't give insight into how to find the "50-150" criteria he mentions beyond saying that good marketing researchers are important. Furthermore his comments about customer-driven innovation are incorrect. While I agree with him that many companies behave as he describes, this is because, as with other business tools/concepts, customer-driven innovation is misunderstand and misused. Most of what he talks about is identical to what I tell employees during training. What I got out of this book was a handful of sentences about focusing on the job your customer needs done, the constraints and the criteria by which customers will measure your "solution".
2 Comments 49 people found this helpful. Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback.
Sorry, we failed to record your vote. Please try again
Report abuse
Format: Hardcover
Question: What do people want?

Answer: To get their job done? (Whatever the job may be, such as to regain energy in their bodies, or to be entertained).

In his series on innovation, Clayton Christensen touches upon the Jobs-to-be-done theory. Ulwick dives into it by showing us that what customers really want is desired outcomes.

Customers are strange creatures. On one hand they openly say what they want and then turn around and do exactly the opposite. The reasons for this is that customers often are not able to articulate what they want - except in the form of desired outcomes.

Stop spinning your wheels. If you're serious about creating something new and innovative, then you need to study this book to learn how to find out what customers really want.

Venture Capitalists, Angels, and almost every serious investor in the world wants to see two things in every venture: 1) Customers who love the product because it satisfies a burning need, and 2) Business Models that capture a significant amount of value created.

Customers are by far the most important aspect of any successful venture, yet time and time again attention is not paid to proving beyond a shadow of a doubt that a given product gives customers what they want.

Ulwick says that "... most companies come up with ideas and solutions and then test them with customers to see if they will buy - without ever knowing how customers measure value." From my personal experience I know that Ulwick is dead on. Most entrepreneurs and business professionals understand very little about what customers truly consider value. Instead they heap on the features - hoping to shotgun their way to hitting that one aspect customers want.
Read more ›
Comment 20 people found this helpful. Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback.
Sorry, we failed to record your vote. Please try again
Report abuse
Format: Hardcover
Like most businesspeople, you don't need more tricks to put in your bag. You don't have time to read vague expositions on a fad. You want to know how to serve people better through better products and services.

In 'What Customers Want,' Anthony Ulwick offers a rigorous, comprehensive methodology for doing just that. The underlying principles in the book, which were introduced by Ulwick in the Harvard Business Review, each receive thorough treatment. In clear language, Ulwick explains the big picture behind his outcome-driven method. He capably explains in minute detail how to put the method to work.

As the title suggests, Ulwick's outcome-driven method is as much about marketing as it is about innovation proper. Yes, it is about research and development, but it is also about branding. It may just be that the ultimate brand message follows a simple pattern: "We offer you exactly what you want--in fact what you can't do without--with no superfluous bells and whistles, for a very reasonable price." This book shows you how to arrive at a point where you and your company can confidently make such a statement.

The outcome-driven approach to innovation rests on common-sense tenets that have been supported by fairly rigorous research. These principles include:

-Customers have a hard time articulating what it is they want. With skilled guidance, however, they are very good articulating what they want to get done.

-As humans, we can't help but measure how successfully we were able to complete a task, even mundane ones like shaving or cutting a board. We unconsciously do this measuring using between 50 and 150 different criteria. These criteria are the "outcomes" we want to result from the task.
Read more ›
Comment 12 people found this helpful. Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback.
Sorry, we failed to record your vote. Please try again
Report abuse

Most Recent Customer Reviews

Set up an Amazon Giveaway

What Customers Want: Using Outcome-Driven Innovation to Create Breakthrough Products and Services
Amazon Giveaway allows you to run promotional giveaways in order to create buzz, reward your audience, and attract new followers and customers. Learn more about Amazon Giveaway
This item: What Customers Want: Using Outcome-Driven Innovation to Create Breakthrough Products and Services

Pages with Related Products. See and discover other items: product marketing, sells