Turn Customer Input Into Innovation

This article is the first of a number of articles by A. Ulwick on how to decipher what customers’ unmet needs are and how to understand the metrics they will use to judge a new product. The article focuses on customer input as a tool for innovating and proposes a systematic approach to product and service innovation. It also describes to a certain extend the case of Cordis, a medical devices producer that experienced a stunning growth by adopting the job-to-be-done approach to product design.

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