Innovation is successful when it targets customers’ needs, but how sure can we be that this is something we can predict effectively? In this article Tony Ulwick argues that the traditional voice of the customer methodology is the wrong tool to determine customer needs. Tony presents an alternative methodology that makes it possible to determine all the needs of a given customer group.
While many people believe that process and structure stifle creativity – the center of gravity for sourcing and inspiring innovation – this couldn’t be further from the truth. In fact, planning ahead streamlines the process and surfaces any potential bottlenecks ahead of time, resulting in a program that is more apt to produce meaningful outcomes and return on investment for organizations.