Anthony Ulwick Anthony Ulwick,«What Customers Want:
Using Outcome-driven Innovation to Create Breakthrough Products and Services»
McGraw-Hill | ISBN: 0071408673 | PDF | 2,16 Mb | 241 Pages | 2005 Year
For years, companies have accepted the underlying principles that define the customer-driven paradigm–that is, using customer “requirements” to guide growth and innovation. But twenty years into this movement, breakthrough innovations are still rare, and most companies find that 50 to 90 percent of their innovation initiatives flop. The cost of these failures to U.S. companies alone is estimated to be well over $100 billion annually.
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