Outcome based Innovation

Getting to what customers really want

Literal voice of the customer does not translate into meaningful inputs. Customer-driven movement has failed to produce the desired results because asking the customer what he wants solicits wrong inputs.

Companies gather requirements however they do this without ever really understanding what types of inputs they need to obtain from customers. Neither does the customer. Customers offer their requirements in a language that is convenient to them but unfortunately not convenient for the creation of breakthrough products.

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