What Customers Want
Using Outcome-Driven Innovation to Create Breakthrough Products and Services
by Anthony W. Ulwick
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
Product Management Marketing Sales
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