In this article Anthony W. Ulwick talks about communicating with customers so that innovation becomes consistently successful. Many companies try fulfilling their customer’s wants and needs by providing the exact products and services they ask for. Instead, companies should listen to the requests and determine what their customers want their products and services to do for them. Using a five step plan based on outcome-based customer interviews allows a company to take the guess work out of innovation and give the customer, not what they ask for, but what they really need.
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