What Customers Want

Anthony W. Ulwick

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...