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What Customers Want (PB) : Using Outcome-Driven Innovation to Create Breakthrough Products and Services by Anthony W. Ulwick is a nonfiction available to read on EtoBox.

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**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 ChristensenFor 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 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 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. Based on more than 200 studies spanning more than seventy companies and twenty-

Who reads What Customers Want (PB) : Using Outcome-Driven Innovation to Create Breakthrough Products and Services?

Author

Anthony W. Ulwick

Publisher

McGraw-Hill School Education Group

Published

2005

Language

EN

ISBN

9780071501125

Category

nonfiction

Subjects

Business, Management, Marketing

Rating

4 / 5 (248 ratings)

Updated

2026-03-14