WHAT CUSTOMERS WANT by Anthony Ulwick hardback book on Jobs Theory JTBD

In a book that challenges everything you have learned about being customer driven, internationally acclaimed 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. Rather than accepting customer inputs such as "needs," "benefits," "specifications," and "solutions," Ulwick argues that researchers should silence the literal "voice of the customer" and focus on the "metrics that customers use to measure success when executing the jobs, tasks or activities they are trying to get done." Using these customer desired outcomes as inputs into the innovation process eliminates much of the chaos and variability that typically derails innovation initiatives. Title: What Customers Want: Using Outcome-Driven Innovation to Create Breakthrough Products and Services Author: Anthony Ulwick Publisher: McGraw Hill Pages: 256 Pages Type: Hardcover Size: 6.2 x 0.8 x 9.2 inches Weight: ‎1.09 pounds Condition: Like new, see photos. Thanks for checking out my closet! Like this listing to be notified when it is on sale. Please don’t hesitate to ask questions in the comments.