What Customers Want : Using Outcome-Driven Innovation to Create Breakthrough Products and Services by Anthony Ulwick

Why does traditional brainstorming often fail to produce breakthrough ideas?Most brainstorming and idea generation efforts yield poor and unactionable results for three key reasons. The first is because managers rarely know how or where to direct employee’s creative energy. The result is much wasted energy, hundreds of useless ideas, and unfortunately, few ideas that are truly worthy of of pursuit. Consider the typical pattern. In most firms, when employees are asked to come up with new ideas they are not directed to focus on specific outcomes; rather, they are asked for ideas to improve the company’s product in general (functions, ergonomics, fit and finish, distribution and packaging), leaving the direction for improvement open to interpretation. In the absence if a specific target, employees in turn focus on what they themselves want to improve rather than on what customers want to see improved

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