Grumpus's Reviews > What Customers Want: Using Outcome-Driven Innovation to Create Breakthrough Products and Services

What Customers Want by Anthony Ulwick
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's review
Jul 08, 08

bookshelves: business
Read in July, 2008

Great info to use on the job (mine).

The evolution of segmentation methodology from using demographics to psychographics to purchase behavior to needs-based issues to the outcome-based approach recommended by the author.

It all seems to make sense and we'll be putting it to the test on the job immediately. Our ultimate goal is to uncover the jobs (outcomes) newspapers readers are trying to accomplish through the use of the product (i.e., makes me smarter, helps me make better shopping decisions, provides information HOW you want it).

I'm looking forward to implementing these newly learned concepts and methodologies!

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