the outcome driven blog

A good article about how and why the user driven innovation process in new product development fails. A 50% failure rate isn’t impressive at all. Most managers would prefer blind luck and intuition to those odds.

In response to a recent public critique of its methodology by a competitor, Strategyn is releasing today a white paper entitled A New Perspective on VOC, which highlights the business advantages of Strategyn’s innovation methodology and the strategic and tactical differences between it and traditional voice-of-the-customer (VOC) practices. Continue Reading »

Gerry Katz of Applied Marketing Science Authors Critique of Outcome-Driven Innovation Garry Katz has uncovered some troubling weaknesses in Anthony Ulwicks methodology as a tool for new product development. Here are some of the topics he includes in the critique:

• How Outcome-Driven Innovation differs from traditional Voice of the Customer techniques
• Data collection methodologies and questioning techniques
• Level of detail, i.e. the case for an affinity diagram
• Fixed syntax vs. customer language
• Strategyn’s Opportunity Algorithm

The article  in pdf format can be downloaded here.

When creating, developing and marketing new innovative products it is critical to have the best input possible. The traditional user-driven innovation supplies R&D with lots of user input. The problem being, they are the wrong type of inputs.

Users are lobbied for their wishes, requirements and suggestions for new products. Taken at face value these inputs are if not worthless, at the very least useless. Continue Reading »