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

    Disciplines

    Product Management Marketing Sales

  • About us
    Reading is a fantastic way to learn. Books can take you into areas and places you’ve never been before, they can teach you from failures and successes, and they can tell you thrilling stories about people, products, and teams. With the PM Library, we help you explore new books and topics around tech, business and design because we believe reading is essential to building better products and growing in our careers.
    We are a team of dedicated product people based in Barcelona, London and Munich.