"Thoughtful and insightful practitioner's guide to the rapidly emerging world of customer- and user-led innovation. Seybold's vivid real-life examples make the possibilities come alive.”

“Much has been said about the role of innovation in our economy. We look for the sources of innovation in universities, policy leaders, consultants, and captains of industry. Rarely do we look to the one group of stakeholders with the most to gain and the most to lose — customers. Outside Innovation is a landmark book in its revelations on customer-led innovation.”

“Patricia Seybold's latest book crystallizes what great companies have always known - customers are the life's blood of any business, in a very tangible sense. She shows us how to unleash innovative ideas from these very same customers in ways that cement customer loyalty and enrich all parties in the process."

“Innovation is a team sport and the best companies today are constantly seeking new sources of creative talent. Patricia Seybold makes a compelling case for recruiting your most passionate customers and letting them help drive the pace of innovation.

“Once again, Patricia Seybold uses real-world examples to bring home the reality that customer-centric design and implementation processes are key to building value for customers - value that ultimately pays off in revenue and profits."

“Patricia Seybold continues to help businesses better understand their customers. With dozens of real-world examples, Outside Innovation provides a blueprint for harnessing customer-led innovation. It goes beyond superficial concepts to offer specific tactics that companies can apply now as key facets of overall innovation, like building tools that let customers co-design your products.

“Today’s marketplace offers growing product and service choices and global comparison shopping at a mouse click. Consumers are calling the shots. Smart companies realize product push strategies no longer work and that they must deliver products sourced directly from customers’ needs and wants. Patricia Seybold shows us how to tap the real experts by engaging customers in symbiotic relationships of co-creation and turning passive customers into passionate innovators.

“Outside Innovation shows how to innovate in a way that practically guarantees creating successful products and services. The book is filled with delightful and compelling examples of customer- driven innovations that certainly opened my eyes to what is now both possible and practical. An inspiring book that might well change your business and help you compete in ways uniquely attuned to the 21st century.

“Read this book. Outside Innovation turns common thinking in management inside out and addresses the next paradigm shift in marketing. Customers are no longer passive consumers. They are innovators, designers, marketers, and service providers of their own. Seybold shows how to build on this creativity for sustainable customer value. Her case studies are inspiring examples of the scale and scope of the next level of the customer revolution.

"No one knows better than Patricia Seybold how companies can change - no, make that MUST change - to take advantage of the new rules of business. Short of hiring her as a consultant, reading Outside Innovation is the best way to learn from her latest ideas and insights."