“What Customers Want” by Anthony W. Ulwick

“What Customers Want” by Anthony W. Ulwick is a book that explores the concept of “outcome-driven innovation,” which is a process for identifying and creating products and services that meet the specific needs and wants of customers. The book is interesting for product managers and entrepreneurs because it provides a framework for understanding customer needs and developing products and services that meet those needs.

One example of a situation in which the concepts in the book could be applied is for a company that wants to create a new product for a specific market. By using the outcome-driven innovation process, the company can research and identify the specific outcomes that customers in that market want, and then design the product to meet those outcomes. This can help the company create a product that is more likely to be successful in that market, because it is tailored to the specific needs and wants of the customers.

Another example is for a company that wants to improve an existing product. By using the outcome-driven innovation process, the company can research and identify the specific outcomes that customers want the product to achieve and then design the product to better achieve those outcomes. This can help the company create a product that is more likely to be successful in that market, because it is tailored to the specific needs and wants of the customers.

Overall, “What Customers Want” provides a practical and actionable framework for product managers and entrepreneurs to understand customer needs and create products and services that meet those needs, which can ultimately lead to greater success in the market.

The 10 most important recommandations

1. Identify the specific outcomes that customers want to achieve, rather than just focusing on the features of a product. For example, a product manager could research what specific outcomes customers want to achieve when using a mobile phone, such as being able to easily send text messages or make calls, and design the phone to meet those outcomes.
2. Understand the trade-offs customers are willing to make between different outcomes. For example, an entrepreneur could research whether customers are willing to pay more for a product that has a longer lifespan, or if they are more concerned with getting the lowest price.
3. Use customer feedback to continually improve products and services. For example, a product manager could gather feedback from customers on a new product and use that feedback to make improvements before the product is released to the market.
4. Understand the specific contexts in which customers use a product or service, in order to create a better user experience. For example, an entrepreneur could research the specific contexts in which customers use a health app, such as whether they use it most at home or on-the-go, and design the app accordingly.
5. Create a clear and compelling value proposition that communicates the specific outcomes customers will achieve by using a product or service. For example, a product manager could create a value proposition that states “Our new car will help you save money on gas and get to your destination faster.”
6. Conduct user research to understand the specific needs and wants of different segments of customers. For example, an entrepreneur could conduct user research to understand the specific needs and wants of older customers and design products and services accordingly.
7. Use data to track customer outcomes and measure the success of a product or service. For example, a product manager could use data to track the number of customers who achieve a specific outcome, such as losing weight, with a fitness app.
8. Create a roadmap for innovation that outlines the specific outcomes you want to achieve and the steps you will take to achieve them. For example, an entrepreneur could create a roadmap for innovation that outlines the specific outcomes they want to achieve, such as reducing the environmental impact of a product, and the steps they will take to achieve them, such as using more sustainable materials.
9. Collaborate with customers to co-create products and services. For example, a product manager could work with customers to co-create a new product, such as a smartwatch, and gather feedback throughout the development process.
10. Continuously track and analyze market trends to identify new opportunities for innovation. For example, an entrepreneur could continuously track and analyze market trends to identify new opportunities for innovation, such as the growing popularity of electric cars, and create a product or service to meet that need.

Outcome

According to the book “What Customers Want” by Anthony W. Ulwick, an outcome is the specific benefit or result that a customer wants to achieve by using a product or service. Outcomes are often expressed in terms of the customer’s needs and wants, such as saving time, saving money, or improving their health. Outcomes are the specific and measurable benefits that customers desire to achieve when using a product or service, and are different from features, which are the characteristics of the product.

Some examples of outcomes that customers might want to achieve could be:

• Saving time: Customers might want a product or service that allows them to complete a task more quickly, such as a faster internet connection or a more efficient car.
• Saving money: Customers might want a product or service that helps them save money, such as a budgeting app or a more energy-efficient appliance.
• Improving health: Customers might want a product or service that helps them improve their health, such as a fitness app or a healthy meal delivery service.
• Reducing stress: Customers might want a product or service that helps them reduce stress, such as a meditation app or a massage service.
• Improving safety: Customers might want a product or service that helps them feel safer, such as a home security system or a self-defense class.
• Having fun: Customers might want a product or service that helps them have fun, such as a gaming console or a theme park ticket.
• Improving productivity: Customers might want a product or service that helps them be more productive, such as a productivity app or a standing desk.
• Improving relationships: Customers might want a product or service that helps them improve their relationships, such as a dating app or a couples therapy service.
• Improving self-esteem: Customers might want a product or service that helps them improve their self-esteem, such as a fashion app or a personal styling service.
• Improving environmental impact: Customers might want a product or service that helps them reduce their environmental impact, such as a recycling program or a green energy provider.

Outcome-driven innovation

According to the book “What Customers Want” by Anthony W. Ulwick, outcome-driven innovation is a process for identifying and creating products and services that meet the specific needs and wants of customers. The process involves understanding the specific outcomes that customers want to achieve, such as saving money, saving time, or improving their health, and then designing products and services to meet those outcomes. It also involves understanding the trade-offs customers are willing to make between different outcomes, and using customer feedback to continually improve products and services. The goal of outcome-driven innovation is to create products and services that customers truly want and need, which can lead to greater success in the market.

Anthony W. Ulwick

Anthony W. Ulwick is an innovation consultant and author. He is the founder and CEO of Strategyn, a consulting firm that specializes in outcome-driven innovation. He is best known for his book “What Customers Want” which introduces the concept of outcome-driven innovation, which is a process for identifying and creating products and services that meet the specific needs and wants of customers. He has worked with a wide range of companies, from start-ups to Fortune 500 companies, to help them understand customer needs and create products and services that meet those needs. He is an expert on innovation and customer-centricity and has spoken about these topics at conferences and in other industry events.