Somebody once said that history doesn’t repeat itself, but it often rhymes.

Every technological breakthrough brings excitement, opportunity, and challenges. From the first PCs to the first web sites to the first mobile apps, we've seen that companies initially focus on the technical capabilities over everything else in a rush to get into the game. 

But we’ve also seen from history that the real breakthroughs always come from innovators who ask: what human problems can this technology solve?

The next thing is here. It's AI.

Now AI presents us with similar opportunities and challenges. While teams race to implement AI into their products and apps, the most successful teams will be those who solve the real customer problems and build meaningful experiences for them.

Whatever comes out of this AI push will be messy. The next phase will focus on the cleanup, integrating technology thoughtfully and purposefully into products and services that will improve people's lives. This is Customer-Driven Innovation.

Here’s how these innovative products and services will improve customer lives:

- They’ll exceed the customers’ expectations, making things easier for the customer in a way they don’t expect (because they’ve never seen anyone else do it before).

- They’ll anticipate the users’ needs, because the team that built these products and services did the research to discover what these users really need, not just what they say they need.

- And they’ll eliminate any burden that the technology has previously required. It will be easier than ever to get great results, because the products and services are great at making things tremendously easier.

This course shows you a proven path to innovation

Jared M. Spool and Christine Perfetti will teach you how to drive customer-driven innovation by deeply understanding your users, crafting experiences that improve their lives, and integrating technology, including AI, where it best serves them.

This course shows you a proven path to innovation:

1. Start with Customer Insights: Move beyond the feature factory to understand your customers deeply. Learn how to conduct continuous research that reveals unmet needs and opportunities to innovate.

2. Craft a Compelling Experience Vision and Product Strategy: Learn to envision the ideal customer experience and strategically determine which technologies, including, can bring that vision to life. Create alignment across teams and deliver outcomes that resonate with users.

3. Transform Your Organization's Product Discovery, Design and Delivery Approaches: Align cross-functional teams around a shared, customer-centric vision and create a research-driven culture that prioritizes customer insight.