Why this seminar is important to you
For years, companies have accepted the
underlying principles that define the
customer-driven paradigm — that is, using customer "requirements"
to guide growth and innovation. But
twenty years into this movement,
breakthrough innovations are still rare, and most companies
find that 50 to 90 percent of their
innovation initiatives fail. Companies
have come to the realization that being
customer driven is just not good enough.
In a seminar that challenges
everything you have learned about being
acclaimed innovation leader Anthony Ulwick
reveals the secret weapon behind some of the most
successful companies of recent
years. Known as "outcome-driven"
revolutionary approach to new product and service creation
transforms innovation from a nebulous art
into a rigorous science from which
randomness and uncertainty are eliminated.
Based on more than 400 studies spanning
more than seventy companies and
twenty-five industries, Ulwick contends that, when it comes to
innovation, the traditional methods companies use to
communicate with customers are the root
cause of chronic waste and missed opportunity.
In this seminar Ulwick demonstrates that all popular
qualitative research methods yield
well-intentioned but unfitting and dreadfully misleading
information that serves to derail the innovation process.
This paradigm changing
seminar details an eight-step approach that uses
outcome-driven thinking to dramatically
improve every aspect of the innovation process
— from segmenting markets and identifying opportunities to creating,
evaluating, and positioning breakthrough concepts.
Innovation is fundamental to success and
business growth. Offering a proven
alternative to failed customer-driven thinking and its laborious
tools, this landmark seminar arms you with the new tools to
unleash innovation, lower costs, and
reduce failure rates — and create the
products and services customers really want.