The author challenges traditional ways of gathering information for innovation in products and services. In this book, Ulwick introduces an outcome-driven innovation process, which he presents as new and productive.
The book has a refreshing point of view on customer involvement and distribution of work between customers and experts. It is important to know precisely what inputs an organization or a company wants from the customers in order to find business opportunities and create value. According to the book, a significant business opportunity lies in knowing which outcomes are important and which unsatisfied needs the customers has. After exploring these factors, solutions are evaluated and carried out by the experts.
Based on our understanding of the book and the outcome-driven innovation method, we started to think of the methods as an “innovation toolbox”. Ulwick is offering the following 8 tools in his book: