Strategyn Brand Logo
Book a strategy call

Understand your customers to create winning products

Get the training and tools to apply the world's most advanced innovation process.

Discover the secrets to understanding what your customers really want.

Learn and apply Jobs-to-be-Done and Outcome-Driven Innovation


Master JTBD & ODI with interactive courses, quizzes, and workbooks
  • Target the right customer
  • Understand your customer's needs
  • Discover opportunities in your market


Apply JTBD & ODI principles with tools and templates
  • Validate JTBD, job step, and outcome statements
  • Plan customer interviews
  • Build surveys and visualize data


Figure out tough problems with innovation professionals
  • Member-exclusive live events
  • AMAs with Tony Ulwick & experts
  • Group mentoring sessions

What members are saying

I have been a fan of Jobs to be Done (JTBD) for years, but the ODIpro platform crystallized the power of JTBD for me. These tools and training are best in class.
Lance Worley
Manager, Customer & Market Insights, Salesforce
What sets Strategyn's ODIpro platform apart is its unique blend of course material, helpful tools, and a vibrant community. Using ODIpro has proven to be a game-changer. It's like having Strategyn by my side, assisting me in driving business innovation and growth with C-level executives and senior leadership. The live events on the ODIpro platform, where I can interact with Strategyn's expert ODI practitioners, have been particularly beneficial, enhancing my skills as an ODI practitioner.
Neville Wellington
Founder, Obsidian Media Group
The Associates course takes JTBD learning to the next level with scenario exercises that helped solidify my understanding! The Outcome Validation Framework is a huge help when writing outcome statements.
Luis Martinez
Lead UX Architect, Cox Automotive
Innovation is humanity's superpower. ODI is innovation done right; it has empowered me to approach any market and find opportunities to improve outcomes that actually matter. ODIpro makes that same powerful process much more accessible to changemakers everywhere.
Nicholas Singh
Product Manager - Novos

What You Will Learn


Introduction Course

Digital Credentials
Time Commitment
2-4 Hours
Acquire the vocabulary and mindset of ODI to lay the foundation for effective innovation.
After completing this course, you will be able to:
  • Discover the gaps in your current innovation practices and how to overcome them.
  • Align your organization around a single, customer-centric language for innovation.
  • Define customers and markets in a way that successfully informs innovation.
  • Strategyn51
    What is JTDB?
  • Strategyn52
    Opportunity Landscape Graphing
  • Strategyn53
    The Language of ODI

Fundamentals Course

Digital Credentials
Badge & Certificate
Time Commitment
6-8 Hours
Explore the structures and rationale underpinning ODI, transforming theory into actionable strategies.
After completing this course, you will be able to:
  • Define your market in problem space, independent of solutions and stable over time.
  • Understand your customer’s entire job-to-be-done and visualize the ultimate solution.
  • Identify the top quantified opportunities and map the most efficient path to growth.
  • Strategyn52
    Market Definition Canvas

Associates Course

Digital Credentials
Time Commitment
14-16 Hours
Master the guidelines and step-by-step approach to expertly navigate your ODI project to success.
After completing this course, you will be able to:
  • Identify the team you need to navigate your innovation project successfully.
  • Build a well-designed research plan to address your innovation goals.
  • Structure and prioritize your customer’s needs in a way that will instruct you to build better products.
  • Strategyn52
    Necessary Sample Size Calculator
  • Strategyn53
    ODI Cheatsheet - Sample Plan
  • Strategyn53
    ODI Cheatsheet - Job Mapping
  • Strategyn53
    ODI Cheatsheet - Outcome Construction
  • Strategyn53
    ODI Cheatsheet - Questionnaire Development
  • Strategyn53
    ODI Cheatsheet - Examples of Corrected Statements
Try before you enroll

Get a FREE Lesson

Enter your email for a free sample of the course material.

What You Can Do

How you will collaborate

Member-only live events and a community to get your questions answered by the experts.

Live Events

  • Member-only monthly events to get your questions answered by the experts.
  • Designed to bring you cutting-edge insights and interactive learning.
  • Sessions range from deep-dive workshops to engaging AMAs with Tony Ulwick and other industry leaders.
  • Rich database of recorded past events for further exploration.


  • Vibrant Community where innovators and experts converge.
  • Your go-to resource for asking questions, sharing insights, and learning from the experiences of others.
  • Engage in meaningful conversations and expand your professional network.
  • Collaborate with peers and Strategyn experts to drive your innovation efforts forward.

Case Studies

What’s Possible with JTBD & Outcome-Driven Innovation

Do You Still Have Questions?

ODIpro memberships are currently individual memberships. If you’re looking for team training, we can customize training options for you. Please email [email protected] to discuss this.

ODIpro is suitable for any industry and company that is serving a group of people trying to get a job done. The ODI process has been applied and proven effective in over 30 industries, and it has been used effectively in startups, small, medium, and large businesses, B2B, B2C, non-profits, and government agencies.

As we develop new features, courses, tools, and templates, they get added to the platform and become available to all active members.

Send us an email at [email protected] and we would love to help answer your questions.

Ready to start?

Get everything you need to create winning products:
The Outcome-Driven Innovation process
Mentoring with innovation experts
Private monthly events

billed annually $1,188 total




Become a Member
Strategyn 12re
Stop guessing. Start innovating.
Book a Strategy call
Strategyn 12e2