Discover the proven 5-step framework that has revolutionized innovation success rates to 86% – and why most “customer-centric” companies are actually failing their customers
What You’ll Learn:
Join Tony Ulwick, the visionary behind Jobs-to-be-Done Theory and creator of Outcome-Driven Innovation (ODI), for an eye-opening masterclass that challenges everything you think you know about customer centricity.
This isn’t another session about “putting customers first.”
This is a data-driven, research-backed methodology that has transformed how leading organizations truly understand and serve their customers.
The Critical Challenge Every Leader Faces:
Your company claims to be customer-centric. You’ve invested in customer research, implemented feedback systems, and trained your teams on customer service excellence. Yet innovation projects still fail at alarming rates, and you’re constantly surprised by what customers actually want.
The uncomfortable truth?
Most organizations view their markets through a company lens, not a customer lens – and this fundamental misalignment is costing them millions in missed opportunities and failed initiatives.
What Makes This Session Different:
Unlike traditional customer-centric approaches that rely on subjective feedback and surface-level insights, Ulwick’s ODI methodology provides:
- A scientific framework for understanding what customers actually need (not what they say they want)
- Quantitative methods to prioritize opportunities based on real customer outcomes
- Proven segmentation techniques that reveal hidden market opportunities
- Alignment strategies that unite all departments around genuine customer priorities
The 5-Step Transformation Process You’ll Master:
- Redefine Your Market – Learn to view your market through the job-to-be-done lens instead of traditional product categories
- Decode Customer Needs – Discover how to capture needs as measurable “desired outcomes” rather than vague requirements
- Quantify Opportunity Gaps – Use data to identify which needs are underserved or overserved in your market
- Uncover Hidden Segments – Apply sophisticated techniques to discover profitable customer segments your competitors miss
- Align Your Entire Organization – Create systematic processes that keep every department focused on what matters most to customers
Real Results You Can Expect:
Organizations implementing ODI consistently achieve:
- 86% innovation success rate (compared to industry average of 17%)
- Reduced development costs through focused resource allocation
- Faster time-to-market by eliminating misaligned initiatives
- Sustainable competitive advantage through deeper customer understanding
Perfect For:
- Innovation Leaders struggling with low success rates and unclear customer direction
- Product Teams tired of building features customers don’t value
- Marketing Executives seeking deeper customer insights for positioning and messaging
- C-Suite Leaders committed to building truly customer-centric organizations
- Strategy Teams looking for frameworks that drive measurable business results
Your Expert Guide:
Tony Ulwick has spent over three decades perfecting the science of customer understanding. As the pioneer of Jobs-to-be-Done Theory and creator of ODI, he’s helped organizations across industries – from Microsoft to Bosch to Marriott – transform their approach to innovation and customer centricity.
His methodology isn’t theoretical – it’s battle-tested across hundreds of projects and proven to deliver measurable results in competitive markets.
