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.
RESOURCES

White Papers, Books & More

Learn how to put Jobs-to-be-Done Theory into practice with Outcome-Driven Innovation and achieve innovation excellence.

FEATURED RESOURCES

Remove The Guess Work With Outcome-Driven Ideation

Tony Ulwick
WHITE PAPER
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TRAINING
JTBD: Theory to Practice
Tony Ulwick
BOOK
81 Creativity Triggers Infographic
Tony Ulwick | January 30th, 2020

TOOLS

POPULAR PUBLICATIONS

Turn 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 Theory to Practice Book

The most popular book on Jobs Theory 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 Outcome-Driven Innovation?

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

Turn Outcome-Driven Insights Into Action

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.

WHITE PAPER

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, it begins with deciding what unmet customer needs to target for value creation.

WHITE PAPER
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