Turki Fahad

“companies need to figure out what jobs customers want to get done and how they measure success in getting a job done before they can determine what solutions customers want.”
― Anthony Ulwick, What Customers Want (PB): Using Outcome-Driven Innovation to Create Breakthrough Products and Services

“Product innovation, or service innovation, which is the most common type of innovation, results from improvements that are made to existing products and services.”
― Anthony Ulwick, What Customers Want (PB): Using Outcome-Driven Innovation to Create Breakthrough Products and Services

“Only after knowing what jobs customers are trying to get done and what outcomes they are trying to achieve are companies able to systematically and predictably identify opportunities and create products and services that deliver significant new value. Only then can they figure out What Customers Want.”
― 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