White Papers

Many of the white papers listed here offer insight into some of Strategyn’s latest thinking while others provide more detail on a specific topic or present outcome-driven theory from a unique perspective.

NEW! What is a Customer Need?

Anthony W. Ulwick, Lance Bettencourt
Companies often think that customers do not know, or can not effectively communicate, their actual needs and requirements. The truth is that customers know, and can communicate, their needs perfectly well. The problem is that companies do not know what a “need” is or how to listen to customers. In this article, the authors introduce a set of timeless standards that define the purpose, structure, content, and format of a customer need statement, transforming the art of requirements gathering, and hence innovation, into a rules-based discipline.

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NEW! What is Outcome-Driven Innovation?

Anthony W. Ulwick
With new theory, frameworks and practices, innovation has been transformed from an unstructured, hit-or-miss process into a predictable, rules-based discipline. Profound yet practical, the outcome-driven innovation methodology shatters outdated thinking and is setting a new global standard for innovation. 


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NEW! Retiring the House of Quality

Anthony W. Ulwick, Richard E. Zultner, and Richard Norman
With the advent of outcome-driven thinking and modern QFD methods, innovation and product development have been transformed. It is time to retire obsolete tools and adopt new Design for Six Sigma practices for the execution of these critical business processes. This landmark article, written by the leaders of outcome-driven innovation and QFD practices, redirects the future of innovation

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The Strategic Role of Customer Requirements in Innovation

Anthony W. Ulwick
This article describes the pitfalls of following a traditional customer-driven philosophy and explains how outcome-driven thinking enables companies to transform the way they execute product and market strategy. This primer is a must-read for those who want to understand the nuances and benefits of outcome-driven innovation. 


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Outcome-Driven Segmentation

Anthony W. Ulwick
When it comes to innovation, targeting demographic and psychographic-based segments directs resources at phantom groups of customers, burdening the innovation process with inefficiency. Learn how job-based and outcome-based segmentation eliminates those shortcomings and uncovers new opportunities for growth.. 


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Strategyn's Opportunity Landscape Module

This Microsoft PowerPoint slide show of Strategyn's Opportunity Landscape Module, illustrates step three of Strategyn's Innovation Methodology - Identify Broad Market Opportunities.. 


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Accountable Innovation

Anthony W. Ulwick
Ideas are plentiful, but which should be pursued? How should an organization prioritize its development activities? By applying outcome-driven thinking, companies can quickly and accurately determine which ideas will deliver the most customer value, bringing accountability to innovation. 


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The Innovation Equation

Anthony W. Ulwick
To innovate, companies must determine which ideas combine to best satisfy the 100-plus outcomes customers are trying to achieve. Solving this innovation equation is the key to success - but traditional customer-driven methods have it all backward. Learn why new tools are needed. 


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