Tony Ulwick, Founder and CEO of Strategyn and a pioneer of the jobs-to-be-done theory, shares his groundbreaking insights on Outcome-Driven Innovation (ODI). He emphasizes the separation of innovation from development, ensuring that only winning concepts move forward. Ulwick reveals the importance of truly understanding customer needs before developing solutions. He provides practical strategies for aligning teams around these needs, highlighting how a focused approach to innovation can lead to more successful products and a stronger market position.

Jobs to be done is a tool that comes up regularly in UX circles. But exactly what is it? We talk to Tony Ulwick, author of Jobs to be Done: Theory to practice. The framework helps to break down the job that customers want to get done into discrete steps, then help develop ways to...

Have you ever wondered why there are so many massive flops in business? How many products and services are launched and then almost immediately forgotten? How can companies spend millions and sometimes billions of dollars to produce something that customers ultimately say is not for them? Today I've invited Tony Ulwick, one of the fathers of the Jobs-to-be-Done theory, to help us understand this phenomenon. This is part one of a two part interview, so tune in for part two next week!Learn more from Tony here: https://strategyn.com/tony-ulwick/Join my weekly newsletter at GregMcKeown.com/1mwLearn more about my books and courses at GregMcKeown.com

Today we are back with part two of my conversation with Tony Ulwick. By the end of today's episode, you will better be able to identify the real job to be done with the people you interact with. That will increase your influence tenfold, while significantly reducing the times that you put effort into creating a new product, or a new service for somebody else that ultimately isn't even valued.Learn more from Tony here: https://strategyn.com/tony-ulwick/Join my weekly newsletter at GregMcKeown.com/1mwLearn more about my books and courses at GregMcKeown.com

Tony Ulwick, innovation leader and bestselling author of 'Jobs to Be Done: Theory to Practice,' discusses Outcome-Driven Innovation as a framework for market success. Topics include understanding customer needs, defining customer groups, targeting underserved segments, step-by-step process for understanding customer needs, mapping out desired outcomes, collaborative approach, categorizing desired outcomes, segmentation based on unmet needs, and an example in dentistry where patient segments are identified based on their unmet needs.