What Customers Want by Anthony Ulwick is a seminal work that fundamentally changed the way businesses approach innovation and product development. The book provides a comprehensive framework for understanding customer needs and preferences, and offers practical tools and techniques for creating products and services that truly meet those needs.

The key premise of the book is that traditional methods of product development, such as focus groups and customer surveys, are inadequate for truly understanding customer needs. Instead, Ulwick advocates for a more rigorous and scientific approach that involves analyzing customer outcomes, or the specific benefits and results that customers are looking to achieve through the use of a product or service.

To this end, the book introduces a set of tools and techniques for identifying and analyzing customer outcomes, such as outcome-driven innovation (ODI) and the job-to-be-done (JTBD) framework. These methods are designed to help businesses understand the specific tasks and goals that customers are trying to accomplish, and develop products and services that are tailored to those outcomes.

In addition to these frameworks, What Customers Want also emphasizes the importance of collaboration and communication between different teams and stakeholders involved in product development. The book provides practical tips for facilitating cross-functional collaboration and ensuring that everyone is aligned around the customer's needs and desired outcomes.

Overall, What Customers Want is an essential read for anyone involved in product development or innovation. It provides a powerful framework for understanding customer needs and preferences, and offers practical tools and techniques for developing products and services that truly meet those needs. By following the principles outlined in this book, businesses can achieve greater success and create more meaningful and valuable experiences for their customers.

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Buy it here: What Customers Want