Jobs-to-be-Done is a theory of innovation that explains how innovators can quickly create products and services that customers want—with minimal risk of failure. It is based on the notion that people buy products and services to get a "job" done. That's just the tip of the iceberg.
Tony is the pioneer of Jobs-to-be-Done Theory, inventor of the Outcome-Driven Innovation® (ODI) process, and founder and CEO of Strategyn. Philip Kotler calls Tony “the Deming of innovation” and Clayton Christensen credits him with “bringing predictability to innovation.” Published in Harvard Business Review and MIT Sloan Management Review, Tony is also the author of 2 best sellers: What Customers Want and JOBS TO BE DONE: Theory to Practice.
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