Title: What Customers Want: Using Outcome-Driven Innovation to Create Breakthrough Products and Services
Author: Anthony W. Ulwick
Publication date: August 16, 2005 (McGraw-Hill)
Pages: ~240 (common listing for the 2005 edition; some catalogs vary)
Value for PMs & founders (problem it solves)
Provides a JTBD/ODI system to quantify customer “desired outcomes,” segment by need (under-/over-served), and prioritize opportunities so product bets become predictable and de-risked—beyond feature-driven brainstorming.
Summary
Reframes markets around the job-to-be-done, then walks through capturing measurable outcome statements, mapping demand, prioritizing opportunity areas, and generating/evaluating concepts against those metrics. Publisher/author summaries describe an eight-step process; the book is the foundational exposition of Outcome-Driven Innovation.
3 community-reported takeaways (with sources)
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Innovate on jobs & outcomes, not features—customers hire products to make progress on a job. SoBrief
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Quantified “desired outcomes” create a stable, testable requirements backbone for product decisions. PDMA
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Opportunity scoring/segmentation guides where to play (under- vs over-served) and how to position. JTBD + Outcome-Driven Innovation
Buy online (FR & international)
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FNAC (France) — English listing. Fnac
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Amazon — product page. Amazon
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Bookshop.org — paperback. Bookshop
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Barnes & Noble (US) — paperback. Barnes & Noble
Author of Impact Factories / Co-founder of Shy Robotics and Product Whys / Head of Product at Dassault Systèmes / Engineer passionate about innovation and entrepreneurship
Full bibliography here
