I have read well over 100 business books. This one has impacted me more than 99% of all others. I rank it in the top 3 business books I have ever read. Here is why.
This is the only book that I have ever read that outlines a coherent, quantifiable approach to doing product and customer development. It has fundamentally changed the way in which I think about product development. In a very positive way. It has already impacted my business very positively.
This is one of the most interesting incursions into both marketing and innovation territories in a long time. Mr. Ulwick gives practical advice to marketing and innovation managers in order to help them structure their product/service development efforts to achieve first time right results. If your objective is to deliver innovation, this is your book.
Around a third of the way through this book I deemed it to be life changing, and having finished it my opinion hasn't changed.
As a very analytical evidence-based Product Manager in a company who's innovation strategy has to this point be chaotic and mostly based on gut-feel, it gives a concise, logical, almost irrefutable technique that covers almost every aspect of the strategic portion of my job.
Converting an entire organisation to Outcome Driven Innovation is no-doubt a daunting task, but taking the advice given in the epilogue of starting with a small internally-facing project I have no doubt that the benefits can be extolled.
The book itself is wonderfully structured, breaking the theory down into 8 elements with easy-to-understand examples and a short re-cap at the end of each chapter. A must read for anyone involved with or interested in Product Strategy.
The book is filled with examples of companies that successfully implemented Tony Ulwick's Outcome Driven Innovation method and for sure this is the recipe for the creating modern products and services.
The only piece that is not 100% clear for me after reading this book is how to ask the right questions during customer interview...
Superb, thought provoking and light in an otherwise dark and chattering classes crowded area that is 'customer needs'. A very timely publication (just got round to reading it in 2016!), and as every organisation pays lip-service to the customer need, this book sets out quite uniquely to think beyond it. Or at last, the output rather than input, as the Author would put it!