Getting2Alpha Tony Ulwick outcome-driven innovation and jobs-to-be-done
Jun 14, 2017
Tony Ulwick, founder and CEO of Strategyn, is a pioneer of the jobs-to-be-done approach to innovation. He discusses his groundbreaking concept of outcome-driven innovation, focusing on revealing hidden customer needs. Tony shares insights from his extensive work with Fortune 500 companies, emphasizing the importance of understanding customer jobs before innovating. He also introduces his new book, showcasing how organizations can tap into unmet needs to drive successful product development. Learn how collaboration and industry trends influence innovation strategies!
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Bosch Circular Saw Success Story
- Bosch needed a circular saw that addresses unmet user needs but stays competitively priced. - They found a user segment with 14 unique unmet needs, enabling a best-selling product in North America.
Early Adoption Driven by Need
- Early adopters are defined by unmet needs, not by their love of technology. - Those most underserved by current solutions adopt new products first to get jobs done better.
Separate Innovation and Marketing Segments
- Separate innovation segmentation from marketing segmentation to ease adoption. - Provide development teams with needs-based segments to create better products independently from marketing labels.
