Today, we welcome our special guest, Tony Ulwick. If you’ve worked in, read about, or even heard of JTBD, then you know his name. Tony is the creator of Outcome-Driven Innovation, known as ODI. ODI takes this theory, this philosophy of JTBD and presents it as a repeatable process.
Tony is well published with his key work from 2005 “What Customers Want" or his HBR articles “Turn Customer Input into Innovation” and “The Customer-Centered Innovation Map” which have become classic reads of our field.
