Ulwick, Anthony W.,  1957- <br/><br/>
What customers want :  using outcome-driven innovation to create breakthrough products and services / 
Anthony Ulwick. 
 - N.Y. :  McGraw-Hill,  c2005. 
 - xxxv, 202 p. :  ill. ;  24 cm. 
<br/><br/>Acknowledgments. - Introduction: Moving beyond the customer-driven paradigm. - Ch. 1. Formulating the innovation strategy: Who is the target of value creation and how should it be achieved. - Ch. 2. Capturing customer inputs: Silence the "voice of the customer" - let's talk jobs, outcomes, and constraints. - Ch. 3. Identifying opportunities: Discovering where the market is underserved and overserved. - Ch. 4. Segmenting the market: Using outcome-driven segmentation to discover segments of opportunity. - Ch. 5. Targeting opportunities for growth: Deciding where to focus the value creation efforts. - Ch. 6. Positioning current products: Connecting opportunities with valued product features. - Ch. 7. Prioritizing projects in the development pipeline: Separating the winners from the losers. - Ch. 8. Devising breakthrough concepts: Using focused brainstorming and the customer scorecard to create customer value. - Epilogue: Tactical tips for managers. - Glossary. - Bibliography. - Index. 
<br/><br/><label>ISBN: </label>0071408673 (hbk.) 
<br/><br/><label>Subjects--Topical Terms: </label><br/>New products--Planning.<br/>Product management.<br/>Strategic planning.
<br/><br/><label>Dewey Class. No.: </label>658.575  / ULW