What Customers Want: Using Outcome-Driven Innovation to Create Breakthrough Products and Services

Ulwick is the consultant who developed the Outcome-Driven Innovation method that Christensen later popularised as Jobs-To-Be-Done. The book is the operational companion to Competing Against Luck: where Christensen provides the frame, Ulwick provides the research methodology. The core move is asking customers not what they want (they cannot tell you well) but how they currently measure the success of the job they are trying to do, and where those measurements are unmet. For product direction it is a useful rebalancing — the method is less poetic than Christensen's milkshake parable and more rigorous in practice. Less read than Christensen, probably more useful for teams actually running research.