Book: What Customers Want by Tony Ulwick
Inspiration: Once we had decided to put emphasis on the Innovation Commercialization area, we wanted to find a powerful complement to the business model & customer value concepts so critical for meaningful innovation. Not only did Ulwick’s outcome-driven approach make a perfect match, it also became one of the key enablers of positioning the BMI toolkit as a source of idea generation.
The notion that Jobs to be Done, Outcomes, and Constraints can reveal “what customers want” is beautifully simple, yet very compelling when tackling innovation. By definition, innovation is doing or offering something truly unique, and the fact remains that customers do not always know what they want. However, if you align with the principles of this book, you are MUCH more likely to hit the mark when innovating.
Find the book on Amazon.com, go to http://www.amazon.com/What-Customers-Want-Outcome-Driven-Breakthrough/dp/0071408673
