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What Customers Want:

Using Outcome-Driven Innovation to Create Breakthrough Products and Services

Tuesday May 22nd 6:30 pm Sponsored by Iron Mountain

 

Tony Ulwick, CEO, Strategyn

Iron Mountain Digital Serices & Software
120 Turnpike Road (Route 9 Eastbound)
Southborough, MA 01772
899 934-0956 (toll-free US)
508 808-7300 (see driving directions below)

Driving Directions -- map

Figuring out what products and services customers want is predicated on knowing what jobs they are trying to get done and what outcomes they want to achieve. Only then can companies bring discipline and predictability to the process of innovation.

This presentation describes the methodology that leading companies are using to manage innovation. It explains what factors introduce variability into the innovation process and how they can be controlled to systematically create significant customer value. The concepts introduced in this lecture are being used by leading firms to:

• Identify opportunities that others have not yet reognized
• Position existing products to more solidly connect with customers
• Prioritize projects in the development pipeline
• Create new products and services that deliver significant customer value
• Successfully implement strategies for disruptive innovation
• Build a competency in innovation

All companies - from current market leaders to new enterprises - are encouraged to embrace this thinking and use it to generate new growth and to ensure the success of its development initiatives.

6:00 pm - Student Warm-up
6:30 pm - Networking -- food and drink provided
7:00 pm - Event Start

A student warm-up will start at 6:00pm – This provides a venue in which students can learn about the issues and opportunities surrounding product development.   These sessions are very interactive and enable students to ask questions and network with product development professionals.

$20 for PDMA members and students ($30 after May 18th -- $35 at the door)
$30 for non-members ($35 after May 18th -- $40 at the door)

Click here to register

Speaker profile:

Tony Ulwick
CEO Strategyn http://www.strategyn.com/

Tony Ulwick is the founder and CEO of Strategyn and a pioneer in the field of outcome-driven innovation. His latest book, What Customers Want (McGraw-Hill, 2005), is focused on the methodology he and his team have developed to help companies make innovation a science.

Mr. Ulwick is also the author of "Turn Customer Input into Innovation," which was published in the January 2002 issue of Harvard Business Review. The editors of HBR recognized the article's thesis as one of the year's best business ideas in the March 2002 issue. Mr. Ulwick's other articles include "Lost in Translation" and "A Prescription for Health Care Cost Reform," both of which ran in Strategy & Innovation, a publication of Harvard Business School Publishing.

Since 1991, Mr. Ulwick has served as a consultant to AIG, the Robert Bosch Corporation, Chiquita Brands, Coloplast Group, Dentsply International, Ecolab, Guidant Corporation, Hallmark, Hewlett-Packard Company, IBM, Intuit, Johnson & Johnson, J. R. Simplot Company, Medtronic, MeadWestvaco Corporation, Microsoft Corporation, Motorola, Pfizer, Rohm and Haas Company, State Farm Group, Syngenta, United Technologies Corporation, Vtech Holdings, and dozens of other organizations around the world, helping each create new products and services.

Mr. Ulwick is the key architect of Strategyn's innovation process and its innovation management software (IMS), the first enterprise software solution designed to simplify the innovation process. Mr. Ulwick holds several patents on his unique approach to innovation and strategy formulation.

Prior to starting Strategyn, Mr. Ulwick worked in IBM's PC division for 10 years. He has a bachelor's degree in mechanical engineering and a master's degree in business administration.

Click here to register

Driving Directions

From the Mass Pike (Rte 90)
(Rte 95 (Rte 128) to Mass Pike West)
From the Mass Pike take exit 12 (Rte 9). After tollbooth, bear left at the fork, following signs for Rte 9 West. Follow Rte 9 West through 2 sets of lights (approximately 2 1/2 miles.) At the third set of lights ("The Crossings" plaza with a Starbucks Coffee is on the left) make a U-turn back onto Rte 9 East. Iron Mountain is about half a mile down on the right in the Southborough Office Park. The building is in the far left corner of the park.

Route 9 from points East of Framingham
Traveling on Rte 9 headed west - pass the entrance to the Mass Pike and the Sheraton Hotel and continue on Rte 9 West through 2 sets of lights (approximately 2 1/2 miles.) At the third set of lights ("The Crossings" plaza with a Starbucks Coffee is on the left) make a U-turn back onto Rte 9 East. Iron Mountain is about half a mile down on the right in the Southborough Office Park. The building is in the far left corner of the park.

Route 9 from points West of Framingham
(including from I-495 North or South, exit 23a - Route 9 East)
Traveling on Rte 9 headed east - Iron Mountain is on the right approximately 2 1/2 miles past I-495, in the Southborough Office Park. The building is in the far left corner of the park.

Click here to register

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