Understanding Customer Needs for Innovation

Tony Ulwick, is one of the pioneers who brought us the jobs-to-be-done approach to product innovation. Tony’s breakthrough idea was to uncover and leverage latent customer needs - something he calls outcome-driven innovation. In his new book, "Jobs to be Done,” Tony shares his deep experience helping traditional companies disrupt themselves and innovate successfully. Listen in and soak up the wisdom Tony’s gained working at the forefront of innovation for over two decades.