Sense and Respond: How Successful Organizations Listen to Customers and Create New Products Continuously

by Jeff Gothelf

Understanding the unexpressed and unmet needs of the people who are using our products, services, and technology is the key to unlocking value.

Instead, we need to focus on outcomes: management needs to declare the business outcomes they wish to achieve and then set up their teams to figure out how to get there. This

means that we have to create the conditions in which teams can try different approaches, experiment, learn, and discover what works through trial and error.

Every year, our society wastes hundreds of billions of dollars on failed software efforts, mostly because we think we can use industrial-age management approaches on digital-age

age problems.