Manage Smarter 276 — What Customers Want with Tony Ulwick

HOSTED BY C. LEE SMITH AND AUDREY STRONG
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Tony Ulwick, author of 'What Customers Want,' discusses the Outcome-​Driven Innovation process and the Jobs-​to-​be-​Done theory. He explains why 90% of new products fail and how his approach achieves an 86% success rate by focusing on unmet customer needs. Discover how AI intersects with innovation and the role of management in fostering a data-​driven culture.

In this podcast for sales managers and executive leadership, Audrey Strong, C. Lee Smith and Tony Ulwick help you to answer:

What is Outcome-​Driven Innovation (ODI)? 

Outcome-​Driven Innovation is a process that focuses on understanding customer needs before developing a product. Tony explains that by identifying the top unmet needs in the market first, companies can create solutions that are more likely to succeed, achieving an 86% success rate compared to the industry average.

What is the Jobs to be Done framework?

The 'Jobs to be Done' framework involves studying the job customers are trying to accomplish and breaking it down into its component parts. It's creator, Tony Ulwick, emphasizes that by understanding the functional and emotional jobs customers want to achieve, companies can create products that satisfy both needs effectively.

What role does management play in innovation? 

 Management is responsible for ensuring that product teams have the information needed to make informed decisions. Tony highlights that management must view innovation as a process, not guesswork, and provide the necessary data-​driven insights to guide product development.

Why do 90% of new products fail? 

According to Tony Ulwick, the primary reason new products fail is that they do not satisfy customer needs or get the job done significantly better or more cheaply. He stresses that products must address unmet needs and offer substantial improvements to succeed in the marketplace.

How can AI be integrated into the product innovation process? 

While AI cannot fully automate the innovation process, it can assist in gathering and analyzing customer needs more efficiently. Tony Ulwick notes that AI can enhance decision-​making by providing valuable insights, but skilled human input remains crucial for successful innovation.

"People don't know what solutions they want, but they sure as heck know they want to go from point A to point B safely, quickly."

Tony Ulwick

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