What Customers Want: Using Outcome-Driven Innovation to Create Breakthrough Products and Services: Using Outcome-Driven Innovation to Create Breakthro

A world-renowned innovation guru explains practices that result in breakthrough innovations

Twenty years into the customer-driven innovation movement, breakthroughs are rare and these failures cost Fortune 1000 companies between $50 million and $800 million each year.

Growing out of Anthony Ulwick's revolutionary Harvard Business Review article and featured in Clayton Christensen's new bestseller, The Innovator's Solution, What Customers Want describes a groundbreaking approach that improves on the conventional methods for product and service innovation.

McGraw-Hill authors represent the leading experts in their fields and are dedicated to improving the lives, careers, and interests of readers worldwide