the outcome driven blog

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.