“Success lives at the intersection of these three criteria”
– Scott Cook, Founder, Intuit Inc.

Over the past fifteen years, Intuit founder, Scott Cook, has studied the characteristics of all Intuit’s successful products, as well as some the most successful products outside Intuit. Scott discovered  significant differences between the successes and failures, which were codified and named Customer Driven Innovation, or “CDI”. In the successes, all three criteria were all true, whereas failed ideas lack one or more of these criteria:

  1. There was an important unsolved customer problem,
  2. That Intuit could solve well (enlisting others as needed), and
  3. Where we believed durable competitive advantage exists.