What Customers Want

What Customers Want

Using Outcome-Driven Innovation to Create Breakthrough Products and Services

by Anthony W. Ulwick

  • Why read?

    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.

    256 pages, McGraw-Hill Education 2005

  • Information


    Product Management Marketing Sales



  • About us
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