Unique in its approach, this book focuses on the voice of the market (VOM) instead of the much more limiting voice of the customer (VOC). While the VOC typically refers to what the organization's customers say, feel, or need, the voice of the market focuses not only on the needs of its customers, but also on those belonging to customers across other organizations in addition to one's own. By focusing on the VOM, organizations can empower Six Sigma and Lean initiatives with a source of information that expands one's view of the marketplace, which can be self-fulfilling in its limitation.