The needs of an entrepreneur
“The best way to predict the future is to invent it.” – Alan KayCompanies create products and industry niches with an emphasis on what they want to sell, rather than on what customers need. In contrast, firms that have services in a crowded marketplace that use outcome-driven innovation can make features solve outcome requirements for users. Companies try to listen to the voice of the customer to capture his expectations, preferences and aversions. With this method, a company can disrupt a mature market, or create a breakthrough innovation and develop a whole new market. By applying outcome-driven innovation, you can shape any phase in the customer journey: from the innovation process, to market positioning, idea generation, testing of concept and marketing. Customer insight to drive innovation focuses on customers that buy things because they are the ones with a job they’d like to get done.