What Customers Want Using Outcome-Driven Innovation to Create Breakthrough Products and Services

ISBN-10: 0071408673
ISBN-13: 9780071408677
Edition: 2006
Authors: Anthony Ulwick
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Description: Contents include the three steps that comprise the innovation process and the seven causal factors that can derail the process, how product development begins with listening to your customers but succeeds only if you know when to stop listening, and  More...

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Book details

List price: $24.95
Copyright year: 2006
Publisher: McGraw-Hill Companies, The
Publication date: 9/6/2005
Binding: Hardcover
Pages: 240
Size: 6.25" wide x 9.00" long x 0.75" tall
Weight: 1.342

Contents include the three steps that comprise the innovation process and the seven causal factors that can derail the process, how product development begins with listening to your customers but succeeds only if you know when to stop listening, and an exploration of the 'innovation formula'.

Introduction : moving beyond the customer-driven paradigm
Formulating the innovation strategy : who is the target of value creation and how should it be achieved?
Capturing customer inputs : silence the "voice of the customer" - let's talk jobs, outcomes, and constraints
Identifying opportunities : discovering where the market is underserved and overserved
Segmenting the market : using outcome-driven segmentation to discover segments of opportunity
Targeting opportunities for growth : deciding where to focus the value creation effort
Positioning current products : connecting opportunities with valued product features
Prioritizing projects in the development pipeline : separating the winners from the losers
Devising breakthrough concepts : using focused brainstorming and the customer scorecard to create customer value
Epilogue : tactical tips for managers

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