Shop Talk Podcast #4 – Tony Ulwick on Determining What Customers Really Want from New Products

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by: John Caddell

The podcast is back, this time featuring Tony Ulwick, author of the book "What Customers Want" and CEO of Strategyn, a consulting firm helping companies improve their innovation processes.

We’re talking about how to gather information from customers to drive innovation. Most companies have "voice of the customer" programs, but few know how to extract quality information from those programs. It takes asking the right questions, and removing ambiguity from the answers. In the podcast, Tony states that it’s wrong to assume that users can’t tell us what they want; instead, the problem is that "companies don’t know how to listen to customers."

You can access the podcast here.

Here are links to companies, people, etc., mentioned in the podcast:

Clayton Christensen – "focus on the job the user wants to get done"
Theodore Levitt’s "Customers don’t want a 1/4" drill"
Strategyn White Papers

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