what the customer wanted…          a short story about how not to succeed at business innovation© Arnold Wytenburg
#1 - what the customer asked for© Arnold Wytenburg
#2 - what the CEO envisioned© Arnold Wytenburg
#3 - what management proposed© Arnold Wytenburg
#4 - what the engineers designed© Arnold Wytenburg
#5 - what the research recommended© Arnold Wytenburg
#6 - what the marketing department pitched© Arnold Wytenburg
#7 - what the developers delivered© Arnold Wytenburg
#8 – what the competition offered© Arnold Wytenburg
#9 - what the money did© Arnold Wytenburg
#10 - what the customer wanted in the first place© Arnold Wytenburg
What can we learn here?             1       2   3   4   5             6       7   8   9   10© Arnold Wytenburg
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What the Customer Wanted - a modern fable

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a short story about how not to succeed at business innovation

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What the Customer Wanted - a modern fable

  1. 1. what the customer wanted… a short story about how not to succeed at business innovation© Arnold Wytenburg
  2. 2. #1 - what the customer asked for© Arnold Wytenburg
  3. 3. #2 - what the CEO envisioned© Arnold Wytenburg
  4. 4. #3 - what management proposed© Arnold Wytenburg
  5. 5. #4 - what the engineers designed© Arnold Wytenburg
  6. 6. #5 - what the research recommended© Arnold Wytenburg
  7. 7. #6 - what the marketing department pitched© Arnold Wytenburg
  8. 8. #7 - what the developers delivered© Arnold Wytenburg
  9. 9. #8 – what the competition offered© Arnold Wytenburg
  10. 10. #9 - what the money did© Arnold Wytenburg
  11. 11. #10 - what the customer wanted in the first place© Arnold Wytenburg
  12. 12. What can we learn here? 1 2 3 4 5 6 7 8 9 10© Arnold Wytenburg

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