Complete What Customers Want Test Bank – Ulwick’s Outcome-Driven Innovation

Breakthrough Innovation Through Outcome-Driven Thinking

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.

However, breakthrough innovations are still rare, and most companies find that 50 to 90 percent of their innovation initiatives flop.

The cost of these failures to U.S. companies alone is estimated to be well over $100 billion annually.

In What Customers Want, 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.

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.

Ulwick demonstrates that all popular qualitative research methods yield well-intentioned but unfitting and dreadfully misleading information that serves to derail the innovation process.

Using these customer desired outcomes as inputs into the innovation process eliminates much of the chaos and variability that typically derails innovation initiatives.

With the same profound insight, simplicity, and uncommon sense that propelled The Innovator’s Solution to worldwide acclaim, this paradigm-changing book details an eight-step approach that uses outcome-driven thinking to dramatically improve every aspect of the innovation process.