A world-renowned innovation guru explains practices that result in breakthrough innovations

"Ulwick's outcome-driven programs bring discipline and predictability to the often random process of innovation."

--Clayton Christensen

Twenty years into the customer-driven innovation movement, breakthroughs are rare-- and these failures cost Fortune 1000 companies between $50 million and $800 million each year. Growing out of Anthony Ulwick's revolutionary Harvard Business Review article and featured in Clayton Christensen's new bestseller, The Innovator's Solution, What Customers Want describes a groundbreaking approach that improves on the conventional methods for product and service innovation.

Using numerous case studies, this book describes three steps that make up the innovation process, as well as the seven causal factors that can derail it, and arms readers with strategies and tools for:

• Identifying high-growth opportunities before competitors do
• Creating breakthrough product and service concepts
• Breaking into new markets and creating new growth