The business world began to examine the process of innovation with titles like Marketing Mode, published by Theodore Levitt, a book that would later inform the thought leadership behind JTBD methodology.
Practical experience in the business world paired with foundational ideas in books like Innovation & Leadership by Peter Drucker set ideas in motion to solve the inefficient innovation process in business.
An idea was born. Tony Ulwick hypothesized that companies could unlock powerful innovation by understanding that their customers buy a product or service to get a “job” done.
JTBD methodology helps Johnson & Johnson win an Edison Award.