When it comes to creating an effective product innovation process, cobbling together a hodgepodge of incompatible practices just doesn’t work. That’s why innovation expert Tony Ulwick and Strategyn have spent the last 25 years creating Outcome-Driven Innovation (ODI), a data-driven, 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.