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 Summary, PDF, EPUB, Audio

What Customers Want

Ulwick

Business Entrepreneurship Leadership

Überblick

Wichtige Erkenntnisse

Autor

Häufige Fragen

"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.

Entdecke Deine Art zu Lernen

Kurzfassung9Min

Erlebe das Buch durch die Stimme des Autors

Vertiefung42Min

Verwandle Wissen in fesselnde, beispielreiche Erkenntnisse

Lernkarten10 Erkenntnisse

Erfasse Schlüsselideen blitzschnell für effektives Lernen

Spaß18Min

Genieße das Buch auf unterhaltsame und ansprechende Weise

Bestes Zitat aus What Customers Want

Customers don't buy products; they hire them to get jobs done.

Entdecke Deine Art zu Lernen

What Customers Want ist nicht nur ein Buch — es ist eine Meisterklasse in Business. Um Ihnen zu helfen, die Lektionen auf die für Sie beste Weise aufzunehmen, bieten wir fünf einzigartige Lernmodi an. Ob Sie ein Tiefdenker, ein schneller Lerner oder ein Geschichtenliebhaber sind, es gibt einen Modus, der zu Ihrem Stil passt.

Kurzfassung

Zusammenfassung von What Customers Want in 9 Minuten

Zerlegen Sie die Kernideen von What Customers Want in leicht verständliche Punkte, um zu verstehen, wie innovative Teams kreieren, zusammenarbeiten und wachsen.

00:00

Lernkarten

Top 10 Erkenntnisse aus What Customers Want auf einen Blick

Destillieren Sie What Customers Want in schnelle Gedächtnisstützen, die die Schlüsselprinzipien von Offenheit, Teamarbeit und kreativer Resilienz hervorheben.

Spaß

Lektionen aus What Customers Want erzählt in 18-Min Geschichten

Erleben Sie What Customers Want durch lebhafte Erzählungen, die Innovationslektionen in unvergessliche und anwendbare Momente verwandeln.

00:00

Personalisieren

Erleben Sie What Customers Want auf Ihre Weise.

Fragen Sie alles, wählen Sie die Stimme und erschaffen Sie gemeinsam Erkenntnisse, die wirklich bei Ihnen ankommen.

Von Columbia University Alumni in San Francisco entwickelt

BeFreed vereint eine globale Gemeinschaft von 1,000,000+ wissbegierigen Menschen

Erfahren Sie mehr darüber, wie BeFreed im Web diskutiert wird

"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

Von Columbia University Alumni in San Francisco entwickelt

BeFreed vereint eine globale Gemeinschaft von 1,000,000+ wissbegierigen Menschen

Erfahren Sie mehr darüber, wie BeFreed im Web diskutiert wird

"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

1.5K Ratings4.7

Starten Sie Ihre Lernreise, jetzt

Diese Zusammenfassung herunterladen

Erhalten Sie die What Customers Want-Zusammenfassung als kostenloses PDF oder EPUB. Drucken Sie es aus oder lesen Sie es jederzeit offline.

What Customers Want

Ulwick

Business Entrepreneurship Leadership

Überblick

Wichtige Erkenntnisse

Autor

Häufige Fragen

Entdecke Deine Art zu Lernen

Kurzfassung9Min

Erlebe das Buch durch die Stimme des Autors

Vertiefung42Min

Verwandle Wissen in fesselnde, beispielreiche Erkenntnisse

Lernkarten10 Erkenntnisse

Erfasse Schlüsselideen blitzschnell für effektives Lernen

Spaß18Min

Genieße das Buch auf unterhaltsame und ansprechende Weise

Bestes Zitat aus What Customers Want

Customers don't buy products; they hire them to get jobs done.

Mehr wie dieses

Competing Against Luck

Taddy Hall Clayton M. Christensen

The Innovator's Prescription

Clayton Christensen

The Innovator’s Dilemma

Clayton Christensen

20 sources

Unleashing Innovation at Every Desk

28 sources

Turning Ideas into Market Winners

Wichtigste Erkenntnisse

Beyond Features: Discovering What Truly Creates Value

00:00

Ever wondered why so many new products fail despite billions spent on innovation? Anthony Ulwick's "What Customers Want" introduces a revolutionary approach that has quietly transformed how leading companies create successful products. The traditional "voice of the customer" method often leads nowhere because customers struggle to articulate what they truly need. Instead, Ulwick introduces a systematic framework that uncovers the metrics customers actually use to determine value. This isn't theoretical-companies like Microsoft, Apple, and Johnson & Johnson have implemented these principles to create some of the most successful products of recent decades. One medical device company using this approach created the fastest-growing product in industry history, while others have consistently transformed struggling product lines into market leaders. The secret? Understanding that innovation isn't about guessing what customers might want-it's about systematically identifying what job they're trying to accomplish and measuring how well current solutions perform.

Jobs to Be Done: The Hidden Framework of Customer Value

The Metrics That Matter: Customer Outcomes

Finding the Sweet Spot: Opportunity Identification

Beyond Demographics: Finding True Opportunity Groups

From Insight to Action: Creating Breakthrough Value

The Innovation Revolution: Transforming Business Results

Entdecke Deine Art zu Lernen

Kurzfassung

Zusammenfassung von What Customers Want in 9 Minuten

Zerlegen Sie die Kernideen von What Customers Want in leicht verständliche Punkte, um zu verstehen, wie innovative Teams kreieren, zusammenarbeiten und wachsen.

00:00

Lernkarten

Top 10 Erkenntnisse aus What Customers Want auf einen Blick

Destillieren Sie What Customers Want in schnelle Gedächtnisstützen, die die Schlüsselprinzipien von Offenheit, Teamarbeit und kreativer Resilienz hervorheben.

Spaß

Lektionen aus What Customers Want erzählt in 18-Min Geschichten

Erleben Sie What Customers Want durch lebhafte Erzählungen, die Innovationslektionen in unvergessliche und anwendbare Momente verwandeln.

00:00

Personalisieren

Erleben Sie What Customers Want auf Ihre Weise.

Fragen Sie alles, wählen Sie die Stimme und erschaffen Sie gemeinsam Erkenntnisse, die wirklich bei Ihnen ankommen.

Von Columbia University Alumni in San Francisco entwickelt

BeFreed vereint eine globale Gemeinschaft von 1,000,000+ wissbegierigen Menschen

Erfahren Sie mehr darüber, wie BeFreed im Web diskutiert wird

"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

Von Columbia University Alumni in San Francisco entwickelt

BeFreed vereint eine globale Gemeinschaft von 1,000,000+ wissbegierigen Menschen

Erfahren Sie mehr darüber, wie BeFreed im Web diskutiert wird

"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

1.5K Ratings4.7

Starten Sie Ihre Lernreise, jetzt

Diese Zusammenfassung herunterladen

Erhalten Sie die What Customers Want-Zusammenfassung als kostenloses PDF oder EPUB. Drucken Sie es aus oder lesen Sie es jederzeit offline.

What Customers Want by Ulwick Summary

Overview of What Customers Want

Similar books to What Customers Want

Bestes Zitat aus What Customers Want

Kurzfassungs-Modus - Lesen oder hören Sie die Zusammenfassung von What Customers Want in 9 Minuten

Lernkarten-Modus - Top 10 Erkenntnisse aus What Customers Want auf einen Blick

Spaß-Modus - Lektionen aus What Customers Want erzählt in 18-Min Geschichten

Personalisieren-Modus - Lesen oder hören Sie die Zusammenfassung von What Customers Want in 0 Minuten

What Customers Want PDF herunterladen

What Customers Want EPUB herunterladen

What Customers Want by Ulwick Summary

Overview of What Customers Want

Similar books to What Customers Want

Bestes Zitat aus What Customers Want

Mehr wie dieses

Wichtigste Erkenntnisse

Beyond Features: Discovering What Truly Creates Value

Jobs to Be Done: The Hidden Framework of Customer Value

The Metrics That Matter: Customer Outcomes

Finding the Sweet Spot: Opportunity Identification

Beyond Demographics: Finding True Opportunity Groups

From Insight to Action: Creating Breakthrough Value

The Innovation Revolution: Transforming Business Results

Kurzfassungs-Modus - Lesen oder hören Sie die Zusammenfassung von What Customers Want in 9 Minuten

Lernkarten-Modus - Top 10 Erkenntnisse aus What Customers Want auf einen Blick

Spaß-Modus - Lektionen aus What Customers Want erzählt in 18-Min Geschichten

Personalisieren-Modus - Lesen oder hören Sie die Zusammenfassung von What Customers Want in 0 Minuten

What Customers Want PDF herunterladen

What Customers Want EPUB herunterladen

Mehr wie dieses

Wichtigste Erkenntnisse

Beyond Features: Discovering What Truly Creates Value

Jobs to Be Done: The Hidden Framework of Customer Value

The Metrics That Matter: Customer Outcomes

Finding the Sweet Spot: Opportunity Identification

Beyond Demographics: Finding True Opportunity Groups

From Insight to Action: Creating Breakthrough Value

The Innovation Revolution: Transforming Business Results