Tony Ulwick Archives - InnovationManagement

TONY ULWICK

Tony Ulwick is the founder and CEO of Strategyn Inc., and the author of the best -selling book, What Customers Want. He has published numerous articles on innovation management in the Harvard Business Review and the Sloan Management Review. Founded in 1991, Strategyn has worked successfully with companies such as Microsoft, Chiquita Brands, Hallmark, IBM, Johnson & Johnson, WellPoint, Motorola and Pfizer, helping them establish effective innovation strategies and driving them through implementation.

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Silence the Voice of the Customer

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.

Ideascale2021-12-05T17:05:58-08:00June 25th, 2013|Categories: Life Cycle Processes|Tags: consumer, consumer experience, consumer insights, customer engagement, customer integration, customer needs, in-depth article, innovation life cycle processes, innovation process, outcome-driven innovation, product management, voice of customer|

Stop the Reckless Brainstorming and Focus your Creativity!

In their desperation to be innovative, companies often brainstorm themselves into idea overload, generating ideas that ultimately are failures. But what if companies could focus those brainstorming efforts and develop an efficient, targeted process for creativity? InnovationManagement asked Tony Ulwick to share his thoughts on how to leverage the creativity and get a better outcome.

Ideascale2021-12-02T16:20:48-08:00October 11th, 2011|Categories: Idea Management, Leadership, Life Cycle Processes|Tags: brainstorm, brainstorming, Creativity, focus, front end of innovation, idea generation, idea management, idea overload, Ideation, lateral thinking, platform, TRIZ|