Tony Ulwick

Outcome-Driven Innovation®

Adopt the ultimate innovation process.
Mitigate the risk of failure.
Achieve predictable growth.

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Upgrade your innovation process

And make customer-centric decisions that drive growth

When it comes to creating an effective innovation process, cobbling together a hodgepodge of product-centric innovation practices just doesn’t work. That’s why innovation expert Tony Ulwick and Strategyn have spent the last 23 years creating Outcome-Driven Innovation (ODI), a customer-centric strategy and innovation process that transforms jobs-to-be-done theory into practice.
ODI is an effective innovation process because it starts with a deep understanding of the job the customer is trying to get done and the metrics they use to evaluate competing product and service offerings. These metrics, a special type of need statement we call desired outcomes, form the basis for our innovation process. By knowing how customers measure value, companies are able to align the actions of marketing, development, and R&D with these metrics and systematically create customer value.
Looking through a jobs-to-be-done lens, we’ve reinvented the way customers, markets and needs are defined, how markets are segmented and sized, and how ideas are constructed and tested. Discover the 12 Outcome-Driven Innovation process steps described below, a new language of innovation, and experience the ultimate upgrade in innovation.
who is your customer

Customers

Accelerate revenue growth

By defining customers differently

People buy products and services to get a “job” done. This insight is at the core of the jobs-to-be-done theory. Customers are loyal to the job (e.g., listening to music), not the product (e.g., LPs, CDs, the iPod). Using our innovation process, we help you create breakthrough products and services by helping your customers get their jobs done better. We start by getting to know your true customer: the job executor. Learn More

market selection

Markets

Bring markets into perfect focus

By seeing them through the customers’ eyes

We define your markets the way your customers do: in terms of the job they are trying to get done. With two decades of experience, we are the best in the world at defining the job-to-be-done at the right level of abstraction. This is what differentiates Strategyn. We understand the challenges, and with our proven, rules-based methods, we are sure to get it right. Your success depends on it. Learn More

customer needs

Needs

Know all the customers’ needs

By defining needs as customer desired outcomes

We discovered that customers use between 50 and 150 metrics, called outcomes, to judge how successfully they are able to execute the job-to-be-done. These outcomes are the customers’ needs. They are the power behind our Outcome-Driven Innovation process. Capturing them all is not easy. But with 20 years’ experience, we get your customers to articulate all their outcomes. Customer insight like this changes everything. Learn More

market opportunity

Opportunities

Discover hidden growth opportunities

By understanding where customers need help most

Market opportunities exist because your customers struggle to execute the job-to-be-done. Over two decades, we have developed and refined our proprietary techniques for determining where customers struggle most and by how much. Using these methods, we accurately determine if your markets are under- or overserved, and discover precisely which unmet outcomes hold the key to your growth. Learn More

market segmentation

Segmentation

Discover true segments of opportunity

By segmenting the market around outcomes

Traditional market segmentation doesn’t work because customer differences can’t be explained by convenient classifications. Customer segments exist because people struggle differently when executing the job-to-be-done. Using our Outcome-Driven Innovation process, you can discover underserved customer segments and paths to growth that traditional methods would never reveal. Learn More

size the market

Sizing

Invest only in high-growth markets

With sizing methods that show the way

How big is the iPod market? Trick question. Customers don’t want iPods. They want to listen to music. Sizing a market from a product perspective doesn’t work because products come and go. But the job doesn’t. Using our Outcome-Driven Innovation process, we quantify what customers will pay to get the job done better, enabling you to size the Securable Market™ and find growth markets others would miss. Learn More

competitive analysis

Competition

Beat the most fearsome competitors

By focusing on outcomes, not products

Comparing one product to another doesn’t help growth. That is why we assess your product’s ability to help your customers execute the job-to-be-done. Don’t chase the competition; stay one step ahead by helping your customers get the job done better. Using our innovation process, we quantify exactly where competitors’ products fall short. By attacking their weaknesses, you leapfrog the competition. Learn More

innovation strategy

Strategy

Always make the winning move

With customer insight others don’t have

Is it best to improve an existing product or launch a new one? The customers hold the answer. Using Outcome-Driven Innovation, we determine if your existing products can be improved to address all the customers’ unmet outcomes or if a new product is needed to help customers execute the job-to-be-done better. Knowing when it is time to disrupt an existing product puts you in a position to make the winning move. Learn More

pricing strategy

Pricing

Price the product right

Knowing it will get the job done better

Asking customers how much they would pay for a product is the wrong approach to pricing. Customers aren’t paying for a product; they are paying to execute the job-to-be-done. This is why we use our patented Outcome-Driven Innovation process to calculate price based on the customer’s willingness to pay to get a job done better. Using ODI, you can create premium-priced products that win you profit share. Learn More

ideation

Ideation

Now you can have a big idea

Because success comes from knowing, not guessing

Ideation is not about brainstorming lots of ideas. Instead, the goal is to construct the single, best solution to get your customers’ job done better. Using our Outcome-Driven Innovation process, we help you decide what customer, job-to-be-done, segment, outcomes, and price to target. These are the insights you need to construct breakthrough concepts. So stop brainstorming, use ODI, and have a big idea. Learn More

concept testing

Testing

A concept test you are certain to pass

Because your concepts are what customers want

So how do you know an idea is big? By confirming that it helps your customers execute the job-to-be-done better. Using Outcome-Driven Innovation, we make the perfect assessment because ODI uses the same metrics customers use to assess value: their desired outcomes. We validate that your product ideas get the job done significantly better. This ensures your product’s success and your company’s growth. Learn More

product positioning

Positioning

Connect perfectly with customers

By appealing to their emotional jobs

Value is created when a product helps customers execute the job-to-be-done better. And value is communicated by explaining to customers how a product does this and by tying that message to the customer’s emotional jobs. Using Outcome-Driven Innovation, we discover the correlation between the customers’ functional and emotional jobs, so you can create messages that hit home and touch the heart. Learn More

Innovation Process

Outcome-Driven Innovation

Tony Ulwick, Founder and CEO, Strategyn. Turning jobs-to-be-done theory into practice.

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