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Outcome-driven Innovation

Outcome-driven Innovation

| On 01, Jan 2010

Message: 630
Posted by: Richard Randolph, Jr.
Posted on: Friday, 15th June 2007

Have just finished my first read of “What Customers Want” by Anthony Ulwick where he proposes “outcome-driven innovation” to replace “creativity for its own sake.” Though I have been involved with Creativity/Innovation for over 20 years, this approach appears to be a new, highly focused and practical approach to the issue. Anyone have thoughts, oberrvations or opinions about this approach? Would love to hear diverse thinking on this subject. Thanks, //RR

Message: 631
Posted by: Ellen Domb
Posted on: Friday, 15th June 2007

I'm on the way home from Tony Ulwick's 5 day seminar on the Outcome-Driven Innovation method that RR mentioned in the earlier post.   VERY exciting–lots of structure, easy-to learn method for understanding who your customers are, what jobs they are trying to do (functions in TRIZ language) and how they measure the success of the way they are doing those jobs.  Then you can figure out (Innovate!) how to improve the cutomers' success, and create new business.   That's the one paragraph summary of 5 days–definitely recommend it to the Forum and Real Innovation.   See the book recommended by RR and the website — several white papers on the method are available for download.

Ellen Domb

Message: 1456
Posted by: Mike
Posted on: Wednesday, 22nd October 2008

How was the event? Would you recommend this method?


Message: 1511
Posted by: Claude Meylan
Posted on: Wednesday, 17th December 2008

This method is helpful if you need to broaden the scope of your search for new successful products. The value model is a very good tool to start with and the way to formulate a desired outcome may be considered as unique and elegant. But I'm not sure we need to look for up to 150 statements to be satisfied with the captured outcomes! I would better use the TRIZ parameters to list all requirements… Anyway, the outcome-driven process helps a group to develop a plan for innovation in a simple and effective manner. Not sure is if this approach would lead to breakthrough ideas. Just asking the customer – whatever the questions are – is not enough: you still need other methods and insight! According to my own experience, TRIZ may be used in parallel (but not necessarily to facilitate the group sessions!) and bring an other dimension to the creative thinking process. In some situations, this combination may help to identify ideas, scientific effects and solutions “outside the box”…

Message: 1530
Posted by: Allan Ryan
Posted on: Tuesday, 6th January 2009

There is a lot of discussion in the world of 'Voice of the Customer' that is worth reading.

“A Critique of Outcome-Driven Innovation”,by Gerald M. Katz, September 2008 The response from Strategyn is:”A New Perspective on VOC”, PDF attached and available at: