Anthony W. Ulwick

TeamThinkingAfterPhaseIII

The team’s focus is on beating the competition.	The team’s focus is on helping customers get a job done better and/or more cheaply.
Innovation is about coming up with ideas and seeing if they address unmet customer needs.	Innovation is about uncovering unmet customer needs and finding solutions that address them.
Products are positioned around customer emotions.	Products are positioned around both functional jobs and outcomes and emotional needs.
The person with the loudest voice or the one in the most senior position influences the product team.	Customer data and facts influence the product team.
Technology, ideas, and capabilities drive strategy and decision-making.	Unmet customer needs dictate what ideas, technologies, and capabilities to invest in.
Decisions are made using qualitative customer insights and intuition.	Decisions are made using quantitative customer insights. Intuition is not acceptable.

Upon completion of Phase III, the product team will possess the ability to use ODI-based market research data and market and product strategy insights to consistently make business decisions that create customer value. They will have an outcome-driven mind-set, and your company will have

successfully created a customer-centric culture of innovation. A product team can expect to complete its three-phase outcome-driven journey in four to six months.