Anthony Ulwick - What Customers Want: Using Outcome-Driven Innovation to Create Breakthrough Products and Services

WHAT CUSTOMERS WANT

USING OUTCOME-DRIVEN INNOVATION TO CREATE BREAKTHROUGH PRODUCTS AND SERVICES

ANTHONY ULWICK

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DOI: 10.1036/0071408673

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Dedicated to my parents, Lorena and Anthony W. Ulwick Sr., my sources of strength and discipline.

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For almost two decades now I have been interested in understanding the process of innovationthe set of steps that people and companies take to create products and services that customers value. I have always believed that the process of innovation could somehow be broken down into steps and controlled by companies in such a way that they could achieve a consistent and predictable resultmuch like companies have accomplished with other business processes. In my journey to understand this process and help companies achieve this goal, I have had the great pleasure and honor to work with some of the most brilliant minds in this field. In the academic world, Harvard Business School professor Clayton M. Christensen has asked me hard questions and motivated me to solidify my ideas about outcome-driven innovation. His thinking and willingness to share those thoughts are greatly appreciated. Likewise, Harvard Business School professor Clark Gilbert has been exceptional at providing personal guidance and insight. They are both leaders in this field.

In the business world I have been blessed to work with exceptional individuals who are also motivated to demystify the innovation process. Jeff Baker, Jeff Hansen, Joel Block, Dave Wascha, Bobby Bakshi, Steven Silverman, and other researchers at Microsoft have spent countless hours contributing to the evolution of our outcome-driven thinking. Others who have selflessly contributed their time and thinking include Moira McGuire and Joe Post of Protocol; Michael Lee of Medtronic; Mike Favet of Guidant; Ken Dobler and Rick Faleschini of Johnson & Johnson; Michael Fons of Ecolab; Kim Westover of J. R. Simplot; Paul Zarookian of Imperial A.I. Credit Corporation; Judy Maritato, Randall Coe, Andrew Reed, and Jason Schickerling of Robert Bosch Tool Corporation; David Lund of Chiquita; Dr. Jerome Grossman of the Harvard Kennedy School of Government; Linda Applestein of Rohm and Haas Company; Matthew Nightingale of MeadWestvaco; Marshall Kostiuk of Syngenta; Dave Hotchkiss of Coloplast; Kevin Reeth and Michael Maron of Intuit; Robert Leonhardt and Eric Eskey of HP; and Ben Allen of Kroll Ontrack.

Most importantly, I have a profound debt to all my colleagues here at Strategyn. The contributions made by Sandy Bates, Dr. Robert Pennisi, Dr. Lance Bettencourt, Rob Schade, Chris Cordes, Andrew Johnson, Bill Nordeen, Roger Chevalier, Jerry Rossow, Matt Graham, and Joseph Winiarski have been discerning and valuable. Their ongoing inputs and improvements to our innovation process have accelerated its evolution. They are a great team who compliment and motivate each other to excellence. I'd also like to give special thanks to Sandy Bates and Andrew Johnson for their efforts and support in editing and preparing this book for publication.

As peers, Matt Eyring, Mark Johnson, and Scott Anthony, who are all part of Clayton M. Christensen's team at Innosight, have provided me with not only friendship but constant support and a partnership that has been enjoyable and rewardingI wish them ongoing success.

Lastly, I owe the deepest debt to my son, Anthony, and my wife, Heather, for sacrificing with me as we spent time apart so that this book could be written. I thank them for sharing my joy, being patient, and giving me encouragement as it was needed.

Over the past twenty years I have traveled many roads and enjoyed meeting dozens of wonderful, insightful, motivated, and brilliant people. They have taught me much about innovation. I thank all of you who have made this a joyful, rewarding, and meaningful experience for me and for the chance to share this knowledge.