Instruct: Classify Amazon reviews into positive or negative sentiment
Query: The real deal. This is how you should focus on customer needs.

Lots has been published on the Voice of the Customer and being Customer/Market Driven, but little has really been published oh HOW to do it. (The author actually trashes this concept in the book) I applaud Mr Ulwick for this easy and simple way to look at viewing customer needs as Jobs, and the metrics for expectations as Outcomes. The concepts and the examples are excellent.It follows a similar method as the old QFD (Quality Function Deployment) and House of Quality charts, but in a less dry and a less engineering-oriented approach.It was very engaging book to read, and even if you never intend on going the whole nine yards using the methodology, you will be enlightened as to how to approach discussions with your customers on new product/feature ideas.