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

概要

主なポイント

著者

よくある質問

"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.

あなたに合った学び方を探す

クイックサマリー9分

著者の声を通じて本を感じる

深堀り42分

知識を魅力的で例が豊富な洞察に変換

フラッシュカード10件の洞察

キーアイデアを瞬時にキャプチャして素早く学習

エンタメ18分

楽しく魅力的な方法で本を楽しむ

「What Customers Want」のベストクォート

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

あなたに合った学び方を探す

『What Customers Want』は単なる本ではありません—Businessのマスタークラスです。あなたに最適な方法でレッスンを吸収できるよう、5つのユニークな学習モードを用意しています。深く考える人も、素早く学ぶ人も、物語が好きな人も、あなたのスタイルに合ったモードがあります。

クイックサマリー

『What Customers Want』を9分で要約

『What Customers Want』の核心的なアイデアを分かりやすいポイントに分解し、革新的なチームがどのように創造、協力、成長するかを理解します。

00:00

フラッシュカード

『What Customers Want』から厳選した10の洞察

『What Customers Want』を素早い記憶のヒントに凝縮し、率直さ、チームワーク、創造的な回復力の主要原則を強調します。

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00:00

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BeFreedがウェブ上でどのように話題になっているかをもっと見る

"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

今すぐ学習の旅を始めよう

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What Customers Wantの要約をPDFまたはEPUBで無料でダウンロード。印刷やオフラインでいつでもお読みいただけます。

What Customers Want

Ulwick

Business Entrepreneurship Leadership

概要

主なポイント

著者

よくある質問

あなたに合った学び方を探す

クイックサマリー9分

著者の声を通じて本を感じる

深堀り42分

知識を魅力的で例が豊富な洞察に変換

フラッシュカード10件の洞察

キーアイデアを瞬時にキャプチャして素早く学習

エンタメ18分

楽しく魅力的な方法で本を楽しむ

「What Customers Want」のベストクォート

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

重要なポイント

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

あなたに合った学び方を探す

クイックサマリー

『What Customers Want』を9分で要約

『What Customers Want』の核心的なアイデアを分かりやすいポイントに分解し、革新的なチームがどのように創造、協力、成長するかを理解します。

00:00

フラッシュカード

『What Customers Want』から厳選した10の洞察

『What Customers Want』を素早い記憶のヒントに凝縮し、率直さ、チームワーク、創造的な回復力の主要原則を強調します。

エンタメ

『What Customers Want』のレッスンを18分のストーリーで

鮮やかなストーリーテリングを通じて『What Customers Want』を体験し、イノベーションのレッスンを記憶に残り、応用できる瞬間に変えます。

00:00

パーソナライズ

あなた自身の方法で『What Customers Want』を体験。

何でも質問し、声を選び、本当にあなたに響く洞察を一緒に作り出しましょう。

コロンビア大学卒業生がサンフランシスコで開発

BeFreedは1,000,000の好奇心旺盛な仲間が集うグローバルコミュニティ

BeFreedがウェブ上でどのように話題になっているかをもっと見る

"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

コロンビア大学卒業生がサンフランシスコで開発

BeFreedは1,000,000の好奇心旺盛な仲間が集うグローバルコミュニティ

BeFreedがウェブ上でどのように話題になっているかをもっと見る

"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

今すぐ学習の旅を始めよう

この要約をダウンロード

What Customers Wantの要約をPDFまたはEPUBで無料でダウンロード。印刷やオフラインでいつでもお読みいただけます。

「What Customers Want」のベストクォート

「What Customers Want」のベストクォート

おすすめの本

重要なポイント

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

おすすめの本

重要なポイント

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

What Customers Want by Ulwick Summary

Overview of What Customers Want

Similar books to What Customers Want

「What Customers Want」のベストクォート

クイックサマリーモード - 『What Customers Want』の要約を9分で読む・聴く

フラッシュカードモード - 『What Customers Want』から厳選した10の洞察

エンタメモード - 『What Customers Want』のレッスンを18分のストーリーで

パーソナライズモード - 『What Customers Want』の要約を0分で読む・聴く

What Customers WantのPDFをダウンロード

What Customers WantのEPUBをダウンロード

What Customers Want by Ulwick Summary

Overview of What Customers Want

Similar books to What Customers Want

「What Customers Want」のベストクォート

おすすめの本

重要なポイント

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

クイックサマリーモード - 『What Customers Want』の要約を9分で読む・聴く

フラッシュカードモード - 『What Customers Want』から厳選した10の洞察

エンタメモード - 『What Customers Want』のレッスンを18分のストーリーで

パーソナライズモード - 『What Customers Want』の要約を0分で読む・聴く

What Customers WantのPDFをダウンロード

What Customers WantのEPUBをダウンロード

おすすめの本

重要なポイント

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