Curious Leadership with Dominic Monkhouse E249 | Redefining Market Success: Tony Ulwick's Jobs to Be Done Theory
This week we learned from the inventor of the Outcome-Driven-Innovation (ODI) process, Tony Ulwick. Tony developed this process and, in 1999, he described it to Clayton Christensen, author of The Innovator's Dilemma. Although Clayton loved it, he didn’t like the idea of customers having a process, so he called it Jobs-To-Be-Done. Every customer has a job to be done, so what we can do is innovate around solutions to help them get that job done.
What’s the job your customer is trying to get done? And how do you measure success? In this episode, Tony guides us through the process that innovators need to answer those questions, and he shares some interesting case studies of how he’s helped different firms understand what jobs their customers were trying to get done, and how to identify their unmet needs.
A fascinating conversation with Tony.
Download and listen to learn more.
On today’s podcast:
- The Jobs-To-Be-Done Theory
- How can you define a need
- The cases of Bosch and Conagra
- How your customers measure success
- Understanding the job that your customer is trying to get done
Follow Tony Ulwick:
Jobs To Be Done - Book and Audiobook
Book recommendations:
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