Turki Fahad

“An agreed-on language is fundamental to success in any discipline, yet confusion has permeated product development because companies continue to define "requirements" as any kind of customer input: customer wants, needs, benefits, solutions, ideas, desires, demands, specifications, and so on. But really, those are all different types of inputs, none of which can be used predictably to ensure success.”
― Anthony Ulwick, What Customers Want (PB): Using Outcome-Driven Innovation to Create Breakthrough Products and Services

“Operational innovation happens when a company discovers inefficiencies in a business operation and works to address those inefficiencies through creative solutions.”
― Anthony Ulwick, What Customers Want (PB): Using Outcome-Driven Innovation to Create Breakthrough Products and Services

“For a company to innovate, it must create products and services that let consumers perform a job faster, better, more conveniently, and/or less expensively than before. To achieve this objective, companies must know what outcomes customers are trying to achieve (what metrics they use to determine how well a job is getting done) and figure out which technologies, products, and features will best satisfy the important outcomes that are currently underserved.”
― Anthony Ulwick, What Customers Want (PB): Using Outcome-Driven Innovation to Create Breakthrough Products and Services

“To execute their innovation processes successfully, companies must obtain three distinct types of data. They must know which jobs their customers are trying to get done (that is, the tasks or activities customers are trying to carry out); the outcomes customers are trying to achieve (that is, the metrics customers use to define the successful execution of a job); and the constraints that may prevent customers from adopting or using a new product or service.”
― Anthony Ulwick, What Customers Want (PB): Using Outcome-Driven Innovation to Create Breakthrough Products and Services