WHAT CUSTOMERS WANT

60-SECOND BOOK BRIEFS

BY ANTHONY ULWICK

Anthony Ulwick wrote the book What Customers Want in order to help us use outcome-driven innovation to create breakthrough products and services. There are a few key ideas that make up the methodology.

First, customers buy products and services to get jobs done. For instance, you’ve probably heard the idea that when somebody buys a drill, they are really buying a hole.

Unfortunately, we don’t often do a good job of applying this thinking to our own products and services.

Second, customers use a set of criteria to judge how well the product/service they are currently using gets that job done.

Third, customers also rank the importance of the jobs they are trying to get done. Some jobs are important, some are not. Understanding the difference is critical to your success.

Fourth, if you can identify the jobs that your customers find vitally important, but where they are not very satisfied, you have fertile ground for a new breakthrough idea.

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Do these things well, and you’ll be well on your way to creating your next breakthrough product or service.

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