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

What Customers Want by Anthony W. Ulwick
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Paul Paetz You have to tolerate a strong sales pitch for Strategyn's Outcome Driven Innovation methodology, and lots of repetition, but it's worth it for the core idea that we don't buy things because we have money burning a hole in our pocket, but because we have something that we need to get done. It's that 'job' to get done that drives the choice of which product to 'hire'. Unfortunately, most companies product development and marketing teams still don't grasp this simple idea, and continue to pump out me-too garbage with ill-advised (wasted) marketing campaigns that try to sell us things we don't really want or need.


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