What Customers Want
What Customers Want – Tony Ulwick 
Ulwick’s outcome-driven programs bring discipline and predictability to the often random process of innovation.
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Cultura
Jobs to be Done: Theory to Practice
Jobs to be Done: Theory to Practice – Tony Ulwick
Tony introduced Clayton Christensen to the idea that “people have underlying needs or processes in their lives, that they are addressing in some way right now”—an insight that was to become Jobs-to-be-Done Theory.
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The Innovator’s Method: Bringing the Lean Startup into Your Organization
The Innovator’s Method: Bringing the Lean Startup into Your Organization – Nathan Furr e Jeff Dyer
Based on their research inside corporations and successful start-ups, Furr and Dyer developed the innovator’s method, an end-to-end process for creating, refining, and bringing ideas to market.
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Moments of Truth
Moments of Truth – Jan Carlzon
The president and CEO of Scandinavia Airlines (SAS) shows how to adapt to the new customer-driven economy.
Dedique-se de Coração
Dedique-se de Coração – Howard Schultz 
A história da Starbucks não é apenas um registro de crescimento e sucesso. Ela conta também como uma empresa pode ser construída de maneira diferente. Em Dedique-se de coração percebemos que uma empresa pode, sim, funcionar com o coração, nutrir a alma e ainda dar lucros.
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Outside in
Outsite in – Harley Manning e Kerry Bodine
Based on fourteen years of research by the customer experience leaders at Forrester Research, Outside In offers a complete roadmap to attaining the experience advantage.
