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Resources

Outcome-Driven Innovation® is the world’s most powerful innovation process. Our books, white papers, articles, webinars, blog and courses explain how and why it works and how to put it into practice.

Featured Resources

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Jobs-to-be-Done Training

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Training

JTBD Theory to Practice

Tony Ulwick

BOOK

Why Innovation Fails

Tony Ulwick

Research

Popular Publications

Customer Input Into Innovation

Learn about Strategyn’s first successful application of its Outcome-Driven Innovation process in this seminal 2002 Harvard Business Review article. HBR voted it one of the best new business ideas of the year.

PUBLICATION

Jobs-to-be-Done

The most popular book on Jobs Heory and Outcome-Driven Innovation is now available FREE as both an e-book and audiobook. Get your copy today and learn what it takes to transform innovation from an art to a science.

BOOK

The Customer Centered Innovation Map

In this 2008 Harvard Business Review article, Strategyn introduces the Job Map, how its applied and its extraordinary benefits. Take the first step in putting Jobs Theory into practice and help your customers get their job done better.

Publication

Jobs-to-Be-Done White Papers

What is Jobs-to-be-Done?

Jobs Theory is based on the notion that people buy products and services to get “jobs” done. But that’s just the tip of the iceberg. Learn how looking through this powerful lens will transform the way you think about innovation.

white paper

The Jobs-to-be-Done Growth Strategy Matrix

This popular article effectively explains the dynamics of disruptive innovation and other growth strategy options through a Jobs-to-be-Done lens. The matrix offers a new, game-changing framework for growth strategy formulation.

white paper

The Jobs-to-be-Done Needs Framework

You may not be a born innovator, but you can choose to think like one. This framework defines, categorizes and explains the relationships between the types of customer inputs companies need to make innovation predictable.

white paper

Outcome-Driven Innovation White Papers

What is Jobs-to-be-Done?

Learn how this breakthrough strategy and innovation process brings clarity, speed and predictability to the fuzzy front end of innovation. Put it into practice and increase your chances of success at innovation by 5X.

white paper

Outcome-Based Segmentation

This revolutionary segmentation methodology reveals hidden segments of opportunity, why they exist, how they are different, what desired outcomes are unmet in each segment, the degree to which they are unmet, and more.

white paper

The Jobs-to-be-Done Needs Framework

This white paper showcases how ODI insights are used by marketing, development, R&D, sales and other functions to take their decision making capabilities and innovation skills to the next level. Learn how to put ODI into action.

white paper

Featured Articles

Ideas-First or Needs-First: What Would Edison Say?

Learn from Thomas Edison’s great grandniece, Sarah Miller Caldicott, how Edison’s initial failures inspired him to adopt a needs-first approach to innovation; an approach she says closely resembles our Outcome-Driven Innovation process.

PUBLICATION

Giving Customers A Fair Hearing

In this seminal 2008 MIT Sloan Management Review article, Strategyn’s founder Tony Ulwick introduces the types of customer inputs that must be captured in order to transform innovation from an art to a science.

PUBLICATION

A New Perspective On Strategy

This article explains that strategy formulation does not begin with selecting which activities to pursue, like Michael Porter asserts. Rather, ił begins with deciding what unmet customer needs to target for value creation.

PUBLICATION

Resource Center

JTBD White Papers

What is Jobs-to-be-Done?The Core Tenets of Jobs-to-be-Done Theory
The Jobs-to-be-Done Needs Framework
The Jobs-to-be-Done Growth Strategy Matrix
The History of Jobs-to-be-Done & ODI
Strategyn’s Jobs-to-be-Done Story

ODI White Papers

Outcome-Driven Innovation: Jobs-to-be-Done Theory in Practice
Silence the Voice of the Customer
The Role of Ethnographic Research in the Innovation Process
Outcome-Based Segmentation
Turn Outcome-Driven Insights into Action
Outcome-Driven Ideation
81 Creativity Triggers to Energize your Ideation Process

Other White Papers

A New Perspective on Strategy
What is Innovation? And Other Key Terms.
Ideas-First or Needs-First: What Would Edison Say?
Blueprint for Building a Customer-Centric Culture of Innovation
Building a Corporate Culture of Innovation
Retiring the House of Quality
Published Articles

Turn Customer Input into Innovation, Tony Ulwick, Harvard Business Review
The Customer-Centered Innovation Map, Tony Ulwick, Harvard Business Review
Giving Customers A Fair Hearing, Tony Ulwick, MIT Sloan Management Review
Debunking Myths About Customer Needs, Lance Bettencourt, Marketing Management

Books

JOBS TO BE DONE: Theory to Practice, free audiobook and e-book
What Customers Want, Tony Ulwick’s original book on JTBD and ODI

Tools

The Jobs-to-be-Done Canvas Instructions For Use
The Jobs-to-be-Done Canvas
Market Selection Tool
81 Creativity Triggers Infographic
The Feature Ideation Canvas
Industry Specific JTBD Needs Frameworks