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WHAT
CUSTOMERS
WANT
60-SECONDBOOKBRIEFS
BYANTHONYULWICK
Anthony Ulwick wrote the
book What Customers
Want in order to help us
use outcome-driven
innovation to create
breakthrough...
First, customers buy products and
services to get jobs done. For
instance, you’ve probably heard the
idea that when somebo...
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.
...
Fourth, if you can identify
the jobs that your customers
find vitally important, but
where they are not very
satisfied, yo...
Do these things
well, and you’ll be
well on your way
to creating your
next breakthrough
product or service.
CREATEYOUR
GREATEST
WORK
GET THE 12-MINUTE VERSION BY
CREATING A FREE ACCOUNT AT

WWW.READITFOR.ME
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Today's 60-Second Book Brief is What Customers Want by Anthony Ulwick. Learn how to use outcome-driven innovation to create breakthrough products and services that your customers will want to buy. Want the full 12-minute summary? Sign-up for a FREE Readitfor.me account today @ www.readitfor.me.

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Today's 60-Second Book Brief: What Customers Want by Anthony Ulwick

  1. 1. WHAT CUSTOMERS WANT 60-SECONDBOOKBRIEFS BYANTHONYULWICK
  2. 2. 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.
  3. 3. 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.
  4. 4. Second, customers use a set of criteria to judge how well the product/ service they are currently using gets that job done.
  5. 5. 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.
  6. 6. 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. $ $$ $$$$$ $ $ $ $ $ $ $ $ $
  7. 7. Do these things well, and you’ll be well on your way to creating your next breakthrough product or service.
  8. 8. CREATEYOUR GREATEST WORK GET THE 12-MINUTE VERSION BY CREATING A FREE ACCOUNT AT
 WWW.READITFOR.ME
  • cunniet1

    May. 17, 2017
  • Naranjorange

    Jan. 6, 2017
  • StevenMcDougall3

    Apr. 26, 2016
  • TerraWatley

    Apr. 13, 2016

Today's 60-Second Book Brief is What Customers Want by Anthony Ulwick. Learn how to use outcome-driven innovation to create breakthrough products and services that your customers will want to buy. Want the full 12-minute summary? Sign-up for a FREE Readitfor.me account today @ www.readitfor.me.

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