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 Customers Want

Using Outcome-Driven Innovation to Create Breakthrough Products and Services

Ulwick

Overview of What Customers Want

"What Customers Want" revolutionizes innovation by ignoring what customers say and focusing on what they actually need. Clayton Christensen praised Ulwick's method for transforming innovation from art to science, helping giants like Microsoft and Johnson & Johnson create breakthrough products by measuring customer outcomes.

Choose how it's told

One book. Many ways to hear it.

Same ideas from What Customers Want. Pick the voice, depth, and pace that fits you. Switch anytime.

Chapter 1

Beyond Customer Voices: Discovering What Truly Drives Value

Have you ever wondered why so many companies invest billions in innovation, yet 50-90% of new products still fail? In 2005, Anthony Ulwick shattered conventional wisdom with his groundbreaking book "What Customers Want," introducing a methodology that would transform how companies approach innovation. The book quickly became required reading in business schools worldwide and caught the attention of innovation leaders like Clayton Christensen, who incorporated Ulwick's principles into his own disruptive innovation theory. What makes this approach revolutionary is its rejection of traditional "voice of the customer" methods in favor of a systematic framework that uncovers what customers truly value. Companies like Microsoft, Apple, and Johnson & Johnson have quietly implemented these principles, creating some of the most successful products of the past two decades. The methodology has proven so effective that one medical device company using it created the fastest-growing product in industry history, while others have consistently turned struggling product lines into market leaders with double-digit growth.

Chapter 2

Jobs to Be Done: The Foundation of Customer Value

At the core of outcome-driven innovation lies a fundamental shift in how we understand customer needs. Customers don't buy products; they hire them to get jobs done. A man doesn't buy a razor because he wants a razor-he buys it to remove facial hair effectively, safely, and efficiently. A woman doesn't download a music app because she wants an app-she wants to discover, organize, and enjoy music seamlessly while building playlists, sharing with friends, and discovering new artists that match her taste. This "jobs to be done" framework transforms how companies should think about innovation. By focusing on the job rather than the product, companies open themselves to entirely new ways of creating value. Consider how Apple revolutionized the music industry not by creating a better CD player but by helping users accomplish multiple jobs around music-downloading, organizing, sharing, and listening-in one integrated solution. Similarly, Netflix didn't just create a better video rental service; they understood that customers wanted convenient access to entertainment without late fees, travel time, or limited selection. Jobs fall into three categories: functional (tasks to accomplish), personal (emotional states to achieve), and social (how people want to be perceived). A luxury car helps its owner get from point A to point B (functional), feel successful and confident (personal), and be perceived as accomplished by others (social). A fitness tracking device counts steps (functional), motivates achievement (personal), and allows sharing accomplishments with a community (social). Understanding all three dimensions creates opportunities for meaningful innovation that addresses the complete customer experience. The stability of jobs over time is particularly valuable. While technologies change rapidly, the jobs people are trying to accomplish remain remarkably consistent. People have wanted to minimize gum irritation while cleaning their teeth since the 1950s, and they'll likely want the same thing decades from now. Similarly, the core job of "capturing and sharing memories" has remained constant even as technology has evolved from paintings to photographs to digital images to social media. This stability provides a solid foundation for long-term innovation strategies that traditional approaches miss. By starting with jobs rather than products, companies escape the trap of incremental improvement and open themselves to breakthrough possibilities that customers themselves could never articulate. For example, when Intuit developed QuickBooks, they focused not on creating better accounting software but on helping small business owners feel in control of their finances without becoming accountants themselves. Similarly, when IKEA revolutionized furniture retail, they understood that customers weren't just buying furniture - they were hiring products to help furnish their homes quickly, affordably, and with a sense of style and accomplishment. Understanding jobs to be done also helps companies identify new market opportunities. For instance, FedEx recognized that the job wasn't just delivering packages but providing peace of mind through reliable, trackable shipping. This insight led to innovations in real-time tracking and guaranteed delivery times that transformed the entire industry.

See every word as you hear it

Read along effortlessly as each word of What Customers Want lights up in real time.

Chapter 3

The Metrics That Matter: Customer Outcomes

When companies ask customers what they want, they typically receive vague responses like "faster," "better," or "more reliable." These inputs provide little actionable guidance for innovation. The breakthrough in Ulwick's approach comes from understanding that customers evaluate products based on very specific metrics-what he calls "outcomes." Outcomes are the detailed criteria customers use to measure success when getting a job done. They follow a precise structure: they state a direction of improvement (minimize or increase), contain a unit of measure, and describe what outcome is desired. For example, circular saw users don't just want an "easier to use" saw; they want to "minimize kick when starting the saw," "increase likelihood of beginning cuts precisely on the line," and "reduce pressure needed to keep the saw flat." For any given job, customers typically use between 50-150 outcomes to judge how well a product performs. These outcomes remain stable over time, unlike solutions which constantly change with technology. By capturing these outcomes, companies gain a precise language for innovation that eliminates the ambiguity plaguing traditional voice-of-customer approaches. The power of outcomes becomes evident when companies discover that what they thought customers valued often differs dramatically from what customers actually measure. One medical device company was shocked to find they were spending most of their advertising budget promoting an outcome ranked sixty-seventh out of ninety in importance. By redirecting their messaging to highlight how their product addressed truly important outcomes, they achieved immediate sales growth without changing the product itself. This precision transforms innovation from an art to a science. Rather than guessing what features might appeal to customers, companies can systematically identify which outcomes are important but poorly satisfied-creating a roadmap for innovation that dramatically increases success rates.

Chapter 4

Finding the Sweet Spot: Opportunity Identification

The heart of outcome-driven innovation lies in determining which outcomes represent the best opportunities for growth. Not all customer outcomes are created equal-some are critically important while others matter little; some are well-satisfied by current solutions while others remain frustratingly unmet. An opportunity is defined as an outcome that is important to customers but not well-satisfied by existing solutions. To identify these opportunities, companies must quantitatively measure both the importance and current satisfaction level of each outcome. This is accomplished through a five-step research process that culminates in applying the opportunity algorithm: Opportunity = Importance + max[Importance-Satisfaction,0]. This formula reveals which outcomes represent the greatest opportunities for innovation. Outcomes with scores above 15 represent extreme opportunities that shouldn't be ignored. Scores between 12-15 are "low-hanging fruit" ready for improvement. Those between 10-12 are worthy of consideration, while scores below 10 generally offer diminishing returns. Equally important is recognizing overserved outcomes-those with satisfaction ratings higher than importance ratings. Companies should stop allocating resources to overserved areas, consider reducing costs by removing unnecessary functions, or even pursue disruptive innovation when many outcomes are overserved. This approach prevents three common innovation mistakes: making improvements in areas already satisfied (like printer manufacturers increasing speed beyond what customers need), focusing on unimportant outcomes (wasting resources on features customers don't value), and making improvements that negatively impact other outcomes (adding features that solve one problem but create others). The opportunity algorithm transforms innovation from guesswork to precision targeting. When Bosch entered the North American circular saw market using this approach, they uncovered a dozen previously unknown opportunities in a mature market, leading to innovative products that captured significant market share from established competitors.

Get more out of What Customers Want

Get daily insights from 100K+ lessons
Words light up in sync with the audio
Your library saved on every device

Chapter 5

Segmentation Revolution: Finding True Opportunity Groups

Traditional market segmentation methods-grouping customers by demographics, psychographics, or product type-often create "phantom segments" that don't actually share meaningful innovation opportunities. Two 35-year-old suburban professionals might have completely different needs, while a 25-year-old urban dweller and a 60-year-old rural resident might share the same underserved outcomes. This conventional approach often leads companies to develop products that miss the mark, wasting resources on features that don't address real customer needs. Outcome-driven segmentation revolutionizes this approach by clustering customers based on their opportunity scores rather than their characteristics. This creates segments that truly represent distinct innovation opportunities-groups of customers who share unique patterns of underserved outcomes. For example, in the software industry, two companies might both be classified as "small businesses," but one might prioritize automation features while the other values data security, requiring completely different innovation approaches. Motorola's Radio Products Group exemplifies this approach. Facing limited growth in a maturing market, they moved beyond their traditional vertical industry classification system (police, fire, etc.) and instead segmented based on outcomes. Their research revealed three distinct segments with different patterns of underserved outcomes: privacy seekers (40%) who valued security features and encryption protocols, emergency responders (28%) who needed reliable communications in dangerous situations with features like instant activation and durability, and work coordinators (30%) who focused on team communication and needed features like group channels and programmable shortcuts. By developing tailored products for each segment, Motorola achieved remarkable success. They created enhanced encryption and scrambling features for privacy-seekers, implemented voice command and emergency alert systems for emergency responders, and developed advanced programming capabilities and team coordination features for work coordinators. This targeted approach led to 18% revenue growth in a stagnant market and significantly increased customer satisfaction across all segments. This segmentation approach addresses critical innovation challenges in several ways. It helps companies find unique opportunities in mature markets by revealing underserved needs that competitors have overlooked. It identifies demanding customers willing to pay premium prices for solutions that precisely match their needs. It also uncovers overserved segments ripe for disruptive innovation, where simpler, cheaper solutions might succeed. Additionally, it provides valuable insights for new competitors determining market entry strategies by highlighting neglected customer needs. The power of outcome-based segmentation lies in its ability to reveal hidden opportunities that traditional methods miss. Rather than forcing customers into predetermined categories, it lets natural patterns of unmet needs emerge, creating a foundation for targeted innovation that resonates deeply with specific customer groups. Companies like Apple have used similar approaches to identify segments like "creative professionals" across different industries, leading to products that command premium prices and intense customer loyalty. This method also helps companies avoid the common pitfall of developing one-size-fits-all solutions that satisfy no one completely. Instead, it enables focused innovation efforts that create significant value for specific customer groups, often leading to higher margins and stronger market positions. Success stories from companies like IKEA, which identified the "urban nomad" segment across demographics, demonstrate how this approach can transform market understanding and drive sustained growth.

Chapter 6

Strategic Targeting: Precision Value Creation

After identifying opportunities and segments, companies must decide which specific outcomes to target for innovation. Effective targeting requires surgical precision-adding function and performance in underserved areas while reducing cost and function in overserved areas. The goal is delivering exactly what customers need, no more and no less. This precision approach helps companies avoid the common pitfall of feature bloat while ensuring core customer needs are met effectively. Five types of broad-market opportunities typically lead to breakthrough products. First, related opportunities forming a theme, exemplified by Coloplast's focus on "preventing complications" in wound care, which included addressing infection risks, reducing healing time, and minimizing scarring. Second, unrelated opportunities representing growth avenues, such as Bosch's ten distinct improvements to circular saws, including enhanced safety features, dust collection systems, and ergonomic designs. Third, single opportunities addressable with ancillary products, illustrated by Cordis's development of drug-eluting stents addressing blood vessel re-narrowing, which created an entirely new product category. Fourth, overserved outcomes adding unnecessary cost, which present opportunities for simplification - like how Southwest Airlines eliminated meal service and assigned seating to reduce costs and complexity. Fifth, opportunities for technology development and long-term growth, such as Tesla's early investment in electric vehicle technology and battery development. When broad-market opportunities don't exist, companies can pursue segment-specific targeting strategies. These include identifying opportunities spanning multiple segments, such as how Apple's iOS platform serves both consumer and professional markets. Building platforms for multiple segment-specific solutions, demonstrated by Adobe's Creative Suite serving different creative professionals with specialized tools. Companies can also pursue less-challenging segments first, as Netflix did by starting with DVD rentals before moving to streaming. Finally, targeting segments representing attractive price points, like how Toyota created Lexus to capture the luxury market segment. The outcome-driven approach brings unprecedented discipline to competitive strategy. Since opportunities represent important outcomes not well satisfied by current solutions, the first company to address them separates from competitors. Coloplast's skin and wound-care division exemplifies this approach - their focus on "preventing complications" encompassed several underserved outcomes that no competitor had recognized, including infection prevention, moisture management, and healing acceleration. This created a unique and valued competitive position, leading to double-digit growth within six months in a mature market. Their success demonstrated how precise targeting of underserved outcomes can create substantial market advantages. Even after discovering opportunities, companies sometimes fail to pursue them due to various organizational barriers. Managers may reject data that doesn't validate their pre-existing ideas, as seen in Kodak's initial resistance to digital photography. Some feel threatened when results might reflect poorly on past decisions, like Nokia's reluctance to abandon its Symbian operating system. Others are unwilling to develop new competencies, as demonstrated by Blockbuster's hesitation to fully embrace streaming technology. To achieve their full growth potential, companies must actively work to overcome these cognitive and organizational barriers through clear leadership, incentive alignment, and cultural change management.

See every word as you hear it

Read along effortlessly as each word of What Customers Want lights up in real time.

Chapter 7

Messaging Magic: Communicating Real Value

Even great products fail to reach their sales potential when companies don't effectively communicate their value. After identifying underserved outcomes, companies can generate immediate growth by simply improving how they communicate existing product advantages-without changing the product itself. Traditional messaging often fails because companies don't know which outcomes are underserved, use vague language that fails to connect features with specific outcomes, or continue with outdated messages that no longer resonate. Without knowing exactly which outcomes customers value, companies resort to generic claims like "reliable" or "easy to use" that leave customers to make their own connections between features and benefits. Effective messaging requires knowing which outcomes are underserved, having products that genuinely address these outcomes, recognizing which specific features address each outcome, and identifying where current messaging falls short. When a product outperforms competitors on high-opportunity outcomes, this reveals a competitive advantage worth communicating. Messaging can be built around either a theme (when a product excels at satisfying multiple related underserved outcomes) or a specific outcome (when it excels at satisfying just one). Coloplast discovered their products were perceived as better at minimizing bacteria growth, reducing necrotic tissue, and other outcomes related to preventing complications. By claiming the "preventing complications" theme in their messaging, sales increased significantly without any product changes. The decision to appeal to emotions versus function depends on product complexity. Products with low functional complexity but high emotional appeal (like cosmetics) should focus on emotional differentiation. Products with high functional complexity but low emotional appeal (like medical devices) should prioritize functional messaging. Products with both high function and high emotion (like automobiles) must balance both dimensions. Cordis Corporation exemplifies the power of improved messaging. By simply communicating how their existing angioplasty balloons addressed underserved outcomes, they increased market share from 1% to 5% in six months-without changing the product itself.

Chapter 8

Pipeline Precision: Prioritizing Development Projects

Companies can no longer afford to pursue numerous initiatives hoping a few will succeed-they need a method to identify which development projects will create the most customer value and company profit. While messaging changes can drive short-term growth with existing products, mid-term growth requires assessing which pipeline projects best address targeted underserved outcomes. This systematic evaluation becomes especially critical in resource-constrained environments where every development dollar must generate maximum return. Companies typically struggle with project proliferation, often having 20-200 projects in various development stages due to poor filtering processes. This occurs because they can't determine which concepts address market opportunities, feel compelled to "cover all bases," are reluctant to kill projects once funded, and fail to allocate sufficient resources to priority projects. The result is a scattered approach where resources are spread too thin, leading to delayed launches, compromised quality, and missed market opportunities. For example, a typical technology company might simultaneously pursue multiple platform updates, feature additions, and new product lines without clear prioritization criteria. The outcome-driven approach to project prioritization follows four basic steps: determining what projects to evaluate, selecting an evaluation team, conducting the evaluation, and assessing results. Each initiative is evaluated against each underserved outcome, with the team estimating what percentage of customers would rate their satisfaction 4 or 5 on a 5-point scale if the initiative were implemented. This quantitative approach removes much of the subjectivity from project selection and allows for direct comparison between disparate initiatives. The evaluation process involves cross-functional teams including R&D, marketing, sales, and customer service representatives. They assess each project using specific criteria such as technical feasibility, resource requirements, time-to-market, competitive advantage, and potential market size. Projects are scored using a weighted matrix that considers both the importance of each outcome and the likelihood of successfully addressing it. This analysis reveals which current initiatives best address targeted underserved outcomes, which fail to address targeted outcomes, and which address outcomes that are unimportant or already overserved. It also identifies which competitive products pose threats, enabling effective competitive strategy formulation. Companies can then create detailed roadmaps that sequence projects based on their potential impact and resource requirements. Cordis exemplified this approach by recognizing that stents addressed their most important underserved outcome-preventing blood vessel re-narrowing after angioplasty. By redirecting resources to this project among forty others, they reached market first with the stent, which became the fastest-growing medical device in history. Their success demonstrated how focused resource allocation to high-potential projects can create market leadership positions. The outcome-driven approach to project prioritization delivers three key business advantages: winning products that customers want, faster time-to-market for valued products, and reduced development expenses-creating a true operational competitive advantage. Companies implementing this approach typically see a 30-50% reduction in development cycle times and significantly higher success rates for new product launches. Additional benefits include improved team alignment, clearer communication of priorities, and more efficient resource allocation across the development portfolio.

Get more out of What Customers Want

Get daily insights from 100K+ lessons
Words light up in sync with the audio
Your library saved on every device

Chapter 9

Breakthrough Innovation: Focused Ideation and Evaluation

After optimizing messaging strategies and prioritizing development pipelines, companies must create breakthrough products addressing any remaining underserved outcomes. This requires effective methods for both idea generation and idea evaluation. Traditional brainstorming often fails because managers rarely direct employees' creative energy toward specific customer outcomes, companies mistakenly measure success by quantity rather than quality of ideas, and without knowing which outcomes are underserved, managers lack effective evaluation criteria. Focused brainstorming transforms this process by only generating ideas around underserved outcomes, guaranteeing that creative efforts yield worthwhile results. Successful sessions follow five key guidelines: stay focused on targeted outcomes, aim for breakthrough improvement (not incremental gains), constrain thinking to enhance creativity, eliminate bad ideas quickly, and optimize the best ideas for cost, effort, risk, and sustainability. When Bosch developed their circular saw, they required that new ideas address underserved outcomes without adding cost. This constraint led to removing the cord-reducing production costs while simultaneously addressing multiple customer needs like minimizing cord replacement and downtime from cut cords. Similarly, they redirected motor airflow to keep debris off the cut line, addressing two more underserved outcomes without adding cost. For idea evaluation, the customer scorecard objectively measures how well concepts satisfy all customer outcomes. The scorecard lists 50-150 outcomes in priority order, allowing companies to quantify exactly how much value any concept will provide compared to existing solutions. Products delivering less than 3% more value than current solutions typically fail, while successful products deliver 5-10% more value. Breakthrough products that dramatically increase market share deliver 20% or more additional value. This approach transforms product development by replacing subjective opinions with objective measurement. At J.R. Simplot, it "completely reordered development priorities" and revealed that a previously ignored concept actually addressed key customer opportunities across a large market segment.

Chapter 10

The Innovation Revolution: Transforming Business Practice

The outcome-driven approach to innovation requires companies to think differently, learn new skills, and abandon comfortable but ineffective practices. Despite being logical, quantitative, and proven, it isn't standard practice because it feels unnatural compared to simply asking customers what they want. Companies must change their approach to market research, idea generation, concept evaluation, and design to become truly outcome-driven. This means bringing precision to innovation language, separating marketing and development roles, expanding market researchers' responsibilities from data collectors to proactive strategists, and treating outcome-driven innovation as infrastructure investment. The rewards for making this transition are substantial. Companies that master outcome-driven innovation consistently achieve 86% success rates-dramatically higher than the industry average of 10-50%. They develop products customers actually want, bring them to market faster, and spend less on development by avoiding wasted efforts. Pratt & Whitney's case demonstrates the power of this approach. Facing competition, they initially planned to invest in a shop floor logistical control system that their competitor had implemented. Using outcome-driven innovation, they discovered this would deliver only a 3% improvement rather than the desired 10%. Instead, they developed an innovative solution incorporating customer-accessible tracking, real-time communications, and new pricing structures that delivered 38% more value at half the cost. Within two years, they regained lost market share plus an additional 5%. The outcome-driven approach puts innovation back in the hands of strategists and technical experts rather than customers. It recognizes that customers are experts in the jobs they're trying to accomplish and the outcomes they use to measure success-but not in the solutions that will best address their needs. By focusing on jobs and outcomes rather than solutions, companies create a foundation for breakthrough innovation that traditional approaches simply cannot match.

★★★★★

You made it to the end of What Customers Want

Loved by 1M+ learners

“23 days in and I have used it every single day. It is part of my daily habit now.”

jayallen

Key Themes in What Customers Want

jobs to be done
outcome driven innovation
customer value metrics
product success framework
market opportunity identification

Quotes from What Customers Want

This precision transforms innovation from an art to a science.
People have wanted to minimize gum irritation while cleaning their teeth since the 1950s.
By focusing on the job rather than the product, companies open themselves to entirely new ways of creating value.
Outcomes are the detailed criteria customers use to measure success when getting a job done.

Characters in What Customers Want

Anthony UlwickAuthor and creator of the innovation methodology

About the Author

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.

Download Summary of What Customers Want

Get the What Customers Want summary as a free PDF or EPUB. Print it or read offline anytime.

Users also liked

Anthony W. Ulwick

Stephen Wunker

Nicholas J. Webb

Fred Reichheld

Customer Service Revolution

John R. DiJulius III

Competing Against Luck

Taddy Hall Clayton M. Christensen

Radical Product Thinking

R. Dutt

Radical Outcomes

Juliana Stancampiano

FAQs About This Book

Discover more

LEARNING PLAN

Innovate Like the Top 1%

In an era of rapid change, the ability to innovate systematically is the only sustainable competitive advantage. This program is designed for ambitious leaders and entrepreneurs who want to move beyond luck and master the repeatable frameworks used by the world's most successful disruptors.

5 h 21 m•4 Sections

LEARNING PLAN

The One-Problem Product Blueprint

This blueprint is essential for entrepreneurs and creators who struggle with over-engineering products that nobody buys. It provides a lean framework to move from identifying raw pain points to securing paid validation with minimal wasted effort.

1 h 12 m•3 Sections

LEARNING PLAN

The Steve Jobs Keynote Method

This plan distills the specific preparation and management habits that made Steve Jobs a legendary communicator. It is essential for leaders and innovators who need to pitch high-stakes ideas and instill a culture of extreme accountability within their teams.

1 h 30 m•3 Sections

LEARNING PLAN

Understand & influence human decision-making

In an era of information overload, understanding the hidden mechanics of the mind is a critical competitive advantage. This plan is ideal for leaders, marketers, and designers looking to leverage behavioral science to drive better results and ethical engagement.

4 h 40 m•4 Sections

LEARNING PLAN

Learn Market and UX Research

This learning plan bridges the gap between raw data and human behavior, providing a comprehensive toolkit for evidence-based decision making. It is ideal for aspiring researchers, product managers, and designers who want to create products that resonate deeply with users and drive business success.

4 h 46 m•4 Sections

LEARNING PLAN

The Architect of Influence

This plan is essential for creators and leaders who want to bridge the gap between having great ideas and building a profitable brand. It benefits anyone looking to master the psychology of persuasion, creative discipline, and digital monetization.

2 h 30 m•5 Sections

LEARNING PLAN

Apply Neuroplasticity to Design Innovation

This program bridges the gap between cognitive science and practical problem-solving for professionals in creative and strategic roles. It is ideal for designers, engineers, and leaders looking to harness the brain's physical adaptability to foster a culture of breakthrough thinking.

6 h 12 m•4 Sections

LEARNING PLAN

Think like Nassim taleb

In an increasingly volatile world, traditional linear thinking often leads to catastrophic failure. This plan is essential for decision-makers, investors, and strategists who want to move beyond mere resilience and learn to profit from uncertainty.

5 h 30 m•4 Sections

From Columbia University alumni built in San Francisco

LOVED BY

1,000,000+ curious minds.

4.7

avg rating

1M+ learners

"Instead of endless scrolling, I just hit play on BeFreed. It saves me so much time."

@Moemenn

"I never knew where to start with nonfiction—BeFreed’s book lists turned into podcasts gave me a clear path."

@Chloe, Solo founder, LA

117

"Perfect balance between learning and entertainment. Finished ‘Thinking, Fast and Slow’ on my commute this week."

@Raaaaaachelw

"Crazy how much I learned while walking the dog. BeFreed = small habits → big gains."

@Matt, YC alum

108

"Reading used to feel like a chore. Now it’s just part of my lifestyle."

@Erin, Investment Banking Associate , NYC

254

"Feels effortless compared to reading. I’ve finished 6 books this month already."

@djmikemoore

"BeFreed turned my guilty doomscrolling into something that feels productive and inspiring."

@Pitiful

4.5K

"BeFreed turned my commute into learning time. 20-min podcasts are perfect for finishing books I never had time for."

@SofiaP

"BeFreed replaced my podcast queue. Imagine Spotify for books — that’s it. 🙌"

@Jaded_Falcon

201

"It is great for me to learn something from the book without reading it."

@OojasSalunke

"The themed book list podcasts help me connect ideas across authors—like a guided audio journey."

@Leo, Law Student, UPenn

483

"Makes me feel smarter every time before going to work"

@Cashflowbubu

See more on how BeFreed is discussed

From Columbia University alumni built in San Francisco

LOVED BY

1,000,000+ curious minds.

4.7

avg rating

1M+ learners

"Instead of endless scrolling, I just hit play on BeFreed. It saves me so much time."

@Moemenn

"I never knew where to start with nonfiction—BeFreed’s book lists turned into podcasts gave me a clear path."

@Chloe, Solo founder, LA

117

"Perfect balance between learning and entertainment. Finished ‘Thinking, Fast and Slow’ on my commute this week."

@Raaaaaachelw

"Crazy how much I learned while walking the dog. BeFreed = small habits → big gains."

@Matt, YC alum

108

"Reading used to feel like a chore. Now it’s just part of my lifestyle."

@Erin, Investment Banking Associate , NYC

254

"Feels effortless compared to reading. I’ve finished 6 books this month already."

@djmikemoore

"BeFreed turned my guilty doomscrolling into something that feels productive and inspiring."

@Pitiful

4.5K

"BeFreed turned my commute into learning time. 20-min podcasts are perfect for finishing books I never had time for."

@SofiaP

"BeFreed replaced my podcast queue. Imagine Spotify for books — that’s it. 🙌"

@Jaded_Falcon

201

"It is great for me to learn something from the book without reading it."

@OojasSalunke

"The themed book list podcasts help me connect ideas across authors—like a guided audio journey."

@Leo, Law Student, UPenn

483

"Makes me feel smarter every time before going to work"

@Cashflowbubu

"Instead of endless scrolling, I just hit play on BeFreed. It saves me so much time."

@Moemenn

"I never knew where to start with nonfiction—BeFreed’s book lists turned into podcasts gave me a clear path."

@Chloe, Solo founder, LA

117

"Perfect balance between learning and entertainment. Finished ‘Thinking, Fast and Slow’ on my commute this week."

@Raaaaaachelw

"Crazy how much I learned while walking the dog. BeFreed = small habits → big gains."

@Matt, YC alum

108

"Reading used to feel like a chore. Now it’s just part of my lifestyle."

@Erin, Investment Banking Associate , NYC

254

"Feels effortless compared to reading. I’ve finished 6 books this month already."

@djmikemoore

"BeFreed turned my guilty doomscrolling into something that feels productive and inspiring."

@Pitiful

4.5K

"BeFreed turned my commute into learning time. 20-min podcasts are perfect for finishing books I never had time for."

@SofiaP

"BeFreed replaced my podcast queue. Imagine Spotify for books — that’s it. 🙌"

@Jaded_Falcon

201

"It is great for me to learn something from the book without reading it."

@OojasSalunke

"The themed book list podcasts help me connect ideas across authors—like a guided audio journey."

@Leo, Law Student, UPenn

483

"Makes me feel smarter every time before going to work"

@Cashflowbubu

"Instead of endless scrolling, I just hit play on BeFreed. It saves me so much time."

@Moemenn

"I never knew where to start with nonfiction—BeFreed’s book lists turned into podcasts gave me a clear path."

@Chloe, Solo founder, LA

117

"Perfect balance between learning and entertainment. Finished ‘Thinking, Fast and Slow’ on my commute this week."

@Raaaaaachelw

"Crazy how much I learned while walking the dog. BeFreed = small habits → big gains."

@Matt, YC alum

108

"Reading used to feel like a chore. Now it’s just part of my lifestyle."

@Erin, Investment Banking Associate , NYC

254

"Feels effortless compared to reading. I’ve finished 6 books this month already."

@djmikemoore

"BeFreed turned my guilty doomscrolling into something that feels productive and inspiring."

@Pitiful

4.5K

"BeFreed turned my commute into learning time. 20-min podcasts are perfect for finishing books I never had time for."

@SofiaP

"BeFreed replaced my podcast queue. Imagine Spotify for books — that’s it. 🙌"

@Jaded_Falcon

201

"It is great for me to learn something from the book without reading it."

@OojasSalunke

"The themed book list podcasts help me connect ideas across authors—like a guided audio journey."

@Leo, Law Student, UPenn

483

"Makes me feel smarter every time before going to work"

@Cashflowbubu

See more on how BeFreed is discussed

Start your learning journey, now

Chapter 5

What Customers Want

OverviewOverview of What Customers Want

One book. Many ways to hear it.

Beyond Customer Voices: Discovering What Truly Drives Value

Jobs to Be Done: The Foundation of Customer Value

See every word as you hear it

The Metrics That Matter: Customer Outcomes

Finding the Sweet Spot: Opportunity Identification

Get more out of What Customers Want

Segmentation Revolution: Finding True Opportunity Groups

Strategic Targeting: Precision Value Creation

See every word as you hear it

Messaging Magic: Communicating Real Value

Pipeline Precision: Prioritizing Development Projects

Get more out of What Customers Want

Breakthrough Innovation: Focused Ideation and Evaluation

The Innovation Revolution: Transforming Business Practice

You made it to the end of What Customers Want

Key Themes in What Customers Want

Quotes from What Customers Want

Characters in What Customers Want

About the Author

Download Summary of What Customers Want

Users also liked

FAQs About This Book

What is What Customers Want by Tony Ulwick about?

Who should read What Customers Want?

What is Outcome-Driven Innovation (ODI)?

How does ODI differ from traditional market research?

Discover more

1,000,000+ curious minds.

1,000,000+ curious minds.

One book. Many ways to hear it.

Beyond Customer Voices: Discovering What Truly Drives Value

Jobs to Be Done: The Foundation of Customer Value

See every word as you hear it

The Metrics That Matter: Customer Outcomes

Finding the Sweet Spot: Opportunity Identification

Get more out of What Customers Want

Segmentation Revolution: Finding True Opportunity Groups

Strategic Targeting: Precision Value Creation

See every word as you hear it

Messaging Magic: Communicating Real Value

Pipeline Precision: Prioritizing Development Projects

Get more out of What Customers Want

Breakthrough Innovation: Focused Ideation and Evaluation

The Innovation Revolution: Transforming Business Practice

You made it to the end of What Customers Want

Users also liked

Discover more

Overview of What Customers Want