What Customers Want (PB): Using Outcome-Driven Innovation to Create Breakthrough Products and Services

by Anthony W. Ulwick

They also mistakenly thought that the channel partner could give them any customer inputs they needed;

Companies must capture information about all the desired outcomes for the jobs their products and services address because you never know which may be underserved.

First, if the company is currently focusing on these overserved outcomes, those efforts should be halted. Making additional improvements in areas that are already overserved is simply a waste of resources

This type of segment is typically underserved along so many dimensions that it would be impossible to address all or even most of its underserved outcomes in the next release of the product, and, consequently, it would be impossible to achieve total customer satisfaction with that release.

Addressing the opportunities would require the development of a new competency.

Failure to Allocate Sufficient Resources to Get the Project to Market Quickly