The Jobs-To-Be-Done approach drove within us a heightened focus on our customers. We discovered important and often “unspoken” customer needs. Even in established markets, we gained new insights enabling stronger value propositions, more impactful customer communications, and innovation better aligned with market needs.

The ODI process provides broad and detailed customer insights that are superior to typical market research methods and critical to developing better solutions for customers. ODI helped us understand a new space and identify the underserved needs so we could enter a new market in a differentiated manner.