The book "What customers want", by Anthony Ulwick'a, was among the best business books of 2009. The ranking was developed by ThinTank magazine in cooperation with experts and practitioners, who chose the most inspirational titles, providing a new perspective and looks.
This is the first ranking of this kind. It contains the best business books of the year for leaders, corporate managers and public administration. The ranking includes 10 most groundbreaking and inspirational titles.
The book "What customers want" by Anthony Ulwick revolutionizes the way companies work with their customers. The ability to engage consumers in developing products or services is becoming the crucial issue. Ulwick shows that traditional methods of communication with the client are a major reason for failed opportunities to create a successful product or service. New product development process in a traditional model is distorted because companies first create a product and only then examine whether it meets their customers’ expectations. The key to success is to incorporate the customer in the process of creating a product or service from the very beginning and then skillfully use the information which he or she gives us before creating the final product.
In the book you will find step by step guidelines for Outcome- Driven Innovation™ methodology. ODI allows to create products and services based on real customer needs. It provides a basis for successful development, enhancement or communication of a company’s products or services. The book “What customers want” is a compendium of knowledge about innovation and launching new products. The information is given in a very simple and straightforward way.
