What Customers Want by Ulwick Summary
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.
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核心要点
Beyond Features: Discovering What Truly Creates Value
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
快速摘要模式 - 9分钟阅读或收听《What Customers Want》摘要
将《What Customers Want》的核心观点拆解为易于理解的要点，了解创新团队如何创造、协作和成长。
闪卡模式 - 《What Customers Want》精华：10条核心见解
将《What Customers Want》提炼为快速记忆要点，突出坦诚、团队合作和创造力的关键原则。
趣味模式 - 《What Customers Want》的启示 - 18分钟故事
通过生动的故事体验《What Customers Want》，将创新经验转化为令人难忘且可应用的精彩时刻。
个性化模式 - 0分钟阅读或收听《What Customers Want》摘要
随心提问，选择声音，共同创造真正与你产生共鸣的见解。
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"It is great for me to learn something from the book without reading it."
"The themed book list podcasts help me connect ideas across authors—like a guided audio journey."
"Makes me feel smarter every time before going to work"
"Instead of endless scrolling, I just hit play on BeFreed. It saves me so much time."
"I never knew where to start with nonfiction—BeFreed’s book lists turned into podcasts gave me a clear path."
"Perfect balance between learning and entertainment. Finished ‘Thinking, Fast and Slow’ on my commute this week."
"Crazy how much I learned while walking the dog. BeFreed = small habits → big gains."
"Reading used to feel like a chore. Now it’s just part of my lifestyle."
"Feels effortless compared to reading. I’ve finished 6 books this month already."
"BeFreed turned my guilty doomscrolling into something that feels productive and inspiring."
"BeFreed turned my commute into learning time. 20-min podcasts are perfect for finishing books I never had time for."
"BeFreed replaced my podcast queue. Imagine Spotify for books — that’s it. 🙌"
"It is great for me to learn something from the book without reading it."
"The themed book list podcasts help me connect ideas across authors—like a guided audio journey."
"Makes me feel smarter every time before going to work"
"Instead of endless scrolling, I just hit play on BeFreed. It saves me so much time."
"I never knew where to start with nonfiction—BeFreed’s book lists turned into podcasts gave me a clear path."
"Perfect balance between learning and entertainment. Finished ‘Thinking, Fast and Slow’ on my commute this week."
"Crazy how much I learned while walking the dog. BeFreed = small habits → big gains."
"Reading used to feel like a chore. Now it’s just part of my lifestyle."
"Feels effortless compared to reading. I’ve finished 6 books this month already."
"BeFreed turned my guilty doomscrolling into something that feels productive and inspiring."
"BeFreed turned my commute into learning time. 20-min podcasts are perfect for finishing books I never had time for."
"BeFreed replaced my podcast queue. Imagine Spotify for books — that’s it. 🙌"
"It is great for me to learn something from the book without reading it."
"The themed book list podcasts help me connect ideas across authors—like a guided audio journey."
"Makes me feel smarter every time before going to work"
"Instead of endless scrolling, I just hit play on BeFreed. It saves me so much time."
"I never knew where to start with nonfiction—BeFreed’s book lists turned into podcasts gave me a clear path."
"Perfect balance between learning and entertainment. Finished ‘Thinking, Fast and Slow’ on my commute this week."
"Crazy how much I learned while walking the dog. BeFreed = small habits → big gains."
"Reading used to feel like a chore. Now it’s just part of my lifestyle."
"Feels effortless compared to reading. I’ve finished 6 books this month already."
"BeFreed turned my guilty doomscrolling into something that feels productive and inspiring."
"BeFreed turned my commute into learning time. 20-min podcasts are perfect for finishing books I never had time for."
"BeFreed replaced my podcast queue. Imagine Spotify for books — that’s it. 🙌"
"It is great for me to learn something from the book without reading it."
"The themed book list podcasts help me connect ideas across authors—like a guided audio journey."
"Makes me feel smarter every time before going to work"
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