What Customers Want: Using Outcome-Driven Innovation to Create Breakthrough Products and Services by Ulwick Summary

1. Outcome-Driven Innovation replaces traditional market research with quantifiable customer success metrics
2. Prioritize jobs-to-be-done over feature requests to discover unmet market opportunities
3. Anthony Ulwick's 8-step process systematizes breakthrough product development
4. Measure customer constraints and desired outcomes to predict innovation success
5. Segment markets by outcome satisfaction rather than demographic profiles
6. Define customer value through directional metrics like "minimize wash time"
7. Shift from solution-focused surveys to job-mapping outcome identification
8. Strategyn's ODI framework aligns R&D with measurable customer needs
9. Traditional methods risk incrementalism while outcome-mapping reveals white space
10. Quantify "success metrics" across job stages for predictable innovation
11. Overcome adoption barriers by addressing physical and regulatory constraints
12. Outcome-based segmentation exposes underserved customer groups competitors miss

About the Author of What Customers Want

Anthony W. Ulwick, author of What Customers Want: Using Outcome-Driven Innovation to Create Breakthrough Products and Services, is a pioneering innovation strategist and the architect of the Jobs-to-be-Done framework. A mechanical engineer turned business theorist, Ulwick blends technical rigor with market insight to revolutionize how companies identify customer needs.

As founder and CEO of Strategyn, he developed the Outcome-Driven Innovation® (ODI) methodology, which has guided Fortune 500 firms across industries to achieve an 86% success rate in product development—five times the industry average. His work is cited in Harvard Business Review, MIT Sloan Management Review, and Clayton Christensen’s disruptive innovation research.

Ulwick’s follow-up book, Jobs to Be Done: Theory to Practice, expands on his methodology, cementing his reputation as the “Deming of Innovation” (per marketing legend Philip Kotler). Recognized for turning innovation into a science, he holds 12 patents and has shaped corporate strategies at IBM, Microsoft, and others. His ideas are taught in top MBA programs and implemented by executives worldwide. Over 400 companies have adopted ODI, with Ulwick’s frameworks translating into billions in market value.

FAQs About What Customers Want

What is What Customers Want by Tony Ulwick about?

What Customers Want introduces Outcome-Driven Innovation (ODI), a systematic approach to understanding customer needs by focusing on the "jobs" they aim to accomplish and the metrics they use to measure success. The book outlines an eight-step process to identify unmet customer outcomes, prioritize innovation opportunities, and create breakthrough products. It challenges traditional customer feedback methods, advocating for data-driven strategies to reduce innovation failures.

Who should read What Customers Want?

Product managers, marketers, and business leaders seeking to improve innovation success rates will benefit most. The book is ideal for professionals in competitive industries like tech, manufacturing, or consumer goods, as it provides frameworks for aligning R&D with measurable customer outcomes. Academics studying innovation methodologies may also find its case studies valuable.

What is Outcome-Driven Innovation (ODI)?

ODI is a process that shifts innovation focus from customer opinions to the functional "jobs" they need to complete. It identifies 50–150 specific customer outcomes per job, uses quantitative surveys to pinpoint underserved needs, and prioritizes solutions addressing those gaps. This method reduces guesswork, with companies like Microsoft and Bosch applying it to develop successful products.

How does ODI differ from traditional market research?

Unlike voice-of-customer methods that gather subjective feedback, ODI focuses on the metrics customers unconsciously use to evaluate products. For example, instead of asking "What features do you want?" ODI asks "How do you measure speed when completing this task?" This approach reveals actionable, statistically significant opportunities for improvement.

What are the key frameworks in What Customers Want?

• Jobs-to-be-Done Theory: Customers "hire" products to complete specific tasks.
• Outcome-Driven Segmentation: Markets are divided based on unmet outcomes rather than demographics.
• Opportunity Algorithm: Ranks innovation ideas by quantifying how important and underserved each outcome is.

How does Ulwick’s approach improve product positioning?

By identifying which customer segments have the most underserved outcomes, companies can tailor messaging to highlight performance improvements on metrics that matter. For example, Bosch created a premium circular saw by targeting users who valued precision-cutting outcomes over price.

What are common criticisms of What Customers Want?

Some experts argue ODI’s reliance on structured processes may stifle creativity, and its quantitative focus could overlook emotional customer needs. Others note Ulwick’s "market-driven" approach shares similarities with earlier strategies by Clayton Christensen and others.

How does What Customers Want compare to The Innovator’s Dilemma?

While both address innovation challenges, Christensen’s work focuses on disruptive technologies, whereas Ulwick provides a tactical, step-by-step system for identifying opportunities. Clayton Christensen endorsed ODI, calling it a way to "bring discipline to innovation".

What real-world examples does the book include?

Case studies feature companies like Bosch (developing a high-end circular saw), Microsoft (improving software tools), and medical device firms. These examples demonstrate ODI’s application across industries, showing 50–90% reductions in failed innovations.

Is What Customers Want worth reading in 2025?

Yes. As businesses face pressure to innovate efficiently, ODI’s data-driven methodology remains relevant. The framework adapts well to AI-driven analytics and hyper-competitive markets, making it a practical guide for avoiding costly R&D missteps.

How can teams implement ODI after reading the book?

The book provides templates for:

1. Defining customer jobs and outcomes
2. Conducting outcome-based surveys
3. Calculating opportunity scores
4. Segmenting markets by unmet needs

Teams at companies like Intuit have used these tools to align roadmaps with customer priorities.

What key quotes summarize the book’s message?

• "Innovation becomes predictable when you measure the right customer outcomes."
• "Customers don’t want products; they want better ways to get jobs done."
• "Segmentation should reveal where outcomes are underserved, not just who buys what."