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To be great at innovation, you need a great innovation process.

5X your odds of success at innovation

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Does your company consistently excel at innovation?

With new product failure rates around 80%, chances are your innovation process lets you down more often than not. Discover how the Outcome-Driven Innovation process takes the guesswork out of innovation.

Over the years, managers have been conditioned to believe that innovation is an inherently random process; that the acceptance of failure must be baked into company culture; and that pivoting and failing fast is the way to make the innovation process more efficient.

We’ve proven that these beliefs are based on a misunderstanding of innovation as a process. The truth is the process of innovation can be executed in a way that delivers predictable, breakthrough results.

Watch: An Introduction To
Outcome-Driven Innovation® (ODI)

What is an Innovation Process?

Innovation is a process. It is defined as the process of devising a solution that addresses unmet customer needs. 

A great innovation process enables innovators to conceptualize products and services that they know, with a high degree of confidence, will win the marketplace—BEFORE development even begins.

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The process 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.

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.

Create winning products with Jobs-to-be-Done

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Why do most companies struggle with innovation?

Innovation is a top priority for nearly every company and yet, new product success rates are still abysmal.

Product teams struggle because: 

  • They disagree on who their customers are
  • They disagree on what a customer “need” is, (e.g., what type of input brings predictability to the innovation process, etc.)
  • They fail to capture all the customer’s needs and instead consider only a small subset, thus leading to incremental improvement at best
  • They fail to quantitatively determine which needs are unmet—and by how much
  • They fail to discover and accommodate segments of customers with different unmet needs
  • They lack the criteria needed to effectively evaluate a product concept

An effective innovation process must overcome all these obstacles. A company must know all the customer’s needs and determine which are unmet before idea generation begins and ideas are collected and evaluated.

Don't Gamble with Innovation
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Take the guesswork out of innovation with Outcome-Driven Innovation

Outcome-Driven Innovation is a strategy and innovation process conceived through a Jobs-to-be-Done lens. The process employs qualitative, quantitative, and market segmentation methods that reveal hidden opportunities for growth—opportunities that often go undetected when using traditional customer research methods.

ODI has the highest success rate in the industry — a five-fold improvement over the industry average. The process works because it enables you to observe markets, customer needs, segments, and competitors through a lens that brings science and predictability to the innovation process.

ODI helps you avoid unnecessary pivoting and iteration by revealing all the customers unmet needs before product concepts are defined. This means you can establish product-market fit in the front end of the innovation process—before the development effort even begins.

5 steps of the
Outcome-Driven Innovation process

1. Define your market around the job-to-be-done

2. Uncover desired outcomes

3. Quantify which outcomes are unmet

4. Discover hidden segments of opportunity

5. Formulate and deploy a winning strategy

Turn ODI insights into action

Don’t gamble at innovation

If you’re ready to launch the next big thing, it’s time to upgrade to Outcome-Driven Innovation. Get in touch to speak with one of our innovation experts.

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Stop guessing. Start innovating.
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