Product Momentum Podcast 70 / Making Innovation Predictable
What if there were a way to know that your product was going to win in the marketplace – and to know it even before you begin development? In this episode of the Product Momentum Podcast, Tony Ulwick – CEO of Strategyn and “father of the Jobs To Be Done framework” – joins Sean and Kyle Psaty, ITX’s VP of Marketing, to talk all things Jobs To Be Done (JTBD). Tony walks us along the process of innovation through the JTBD lens, offering a systematic way to deliver an innovative solution with every product release.
Innovation, Tony says, is “coming up with a solution that addresses unmet needs.” When you talk to users, he adds, you’re better able to identify and address their needs. Then you can segment them to make sure you’re providing the right solutions to the right people.
“Innovation doesn’t have to be a guessing game,” Tony Ulwick says. “Once we have those inputs, we have the necessary insights to make innovation predictable.”
Listen in to catch all of Tony’s insights, including his thoughts on:
- When iteration is useful and when it is not
- Different types of jobs that products can accomplish (Jobs To Be Done)
- Other elements necessary for success
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