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

What Customers Want by Anthony W. Ulwick
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Aaron Ulwick takes the idea that customers are out to perform jobs with their products, and applies it to the process of innovation and the creation of new products. The point is hammered home from targeting value creation, market research, and through to data analysis, choosing to support products in the pipeline, and creating new products.

Although the book was repetitive (I quickly understood that we don't really "listen" to customers), I found it interesting to try and apply his ideas to my current position. For someone who is starting out on a career path, I find it useful to take a look at these ideas and see how they can be applied or adapted to my current situation.


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