Journal Articles

Published resources Proven innovation theory

Over the past 20 years, Strategyn has worked to transform the jobs-to-be-done innovation theory into an innovation best practice. With numerous journal articles appearing in Harvard Business Review and MIT / Sloan, Strategyn’s innovation theory and methodology have been vetted by academics, thought leaders and industry professionals alike. They provide a concise look at some of the ideas and practices that comprise Strategyn’s approach to innovation.

The journal articles written by Strategyn Founder Tony Ulwick and other Strategyn thought leaders, are focused on key concepts discovered and patented by the firm.

In 2002, Clayton Christensen cited Strategyn’s innovation theory in his bestselling book, The Innovator’s Solution. Since that time, he and others have written articles that support our “jobs-to-be-done” innovation theory, the notion of making the “job” the unit of analysis, and other fundamentals of our Outcome-Driven Innovation process.

Turn Customer Input into Innovation

In this timeless Harvard Business Review article, Tony Ulwick first introduces the concept of Outcome-Driven Innovation to HBR readers, transforming the jobs-to-be-done innovation theory into a practical and effective innovation process. Learn More

The Customer-Centered Innovation Map

In this groundbreaking Harvard Business Review article, Lance Bettencourt and Tony Ulwick reveal an important discovery they made while turning the jobs-to-be-done innovation theory into practice – “job mapping.” A job map breaks down a job that customers want to get done into specific process steps enabling the discovery of all the customer’s needs. Learn More

Giving Customers a Fair Hearing

In this provocative article in Sloan Management Review, Tony Ulwick and Lance Bettencourt reveal for the first time how a “customer need” must be defined within the jobs-to-be-done framework to become a useful input into the innovation process. This article introduces timeless standards for understanding customer needs. Download the article