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How To See Around The Corner with Jobs-To-Be-Done

A conversation with Rita McGrath

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Hosted by Tony Ulwick
Discussion Points
  • How do you see an inflection point coming?
  • How do you decide what to do about it?
  • How do you bring the organization along with you?
Duration: 45 Minutes


A major source of blind spots for executives is that they are so focused on their industry that they lose sight of the larger changes that are happening in what Rita calls “ the competitive arena”.

Rita defines the competitive arena as ways in which customers can get the jobs they want to get done in their lives but do not necessarily have anything to do with industry boundaries.

When executives have a clear understanding of the job their customers are trying to do, they put themselves in a position to take advantage of changing markets, far ahead of their competitors.

Columbia management scholar and author Rita McGrath will be joining Tony Ulwick to discuss how to spot inflection points in business before they happen and present strategies for thinking ahead to gain a competitive advantage.

Rita McGrath is a best-selling author, a sought-after speaker, and a longtime professor at Columbia Business School. She is widely recognized as a premier expert on leading innovation and growth during times of uncertainty. Rita has received the #1 achievement award for strategy from the prestigious Thinkers50 and has been consistently named one of the world’s Top 10 management thinkers in its bi-annual ranking.

As a consultant to CEOs, her work has had a lasting impact on the strategy and growth programs of Fortune 500 companies worldwide.

Tony Ulwick

Tony is the pioneer of Jobs-to-be-Done Theory, inventor of the Outcome-Driven Innovation® (ODI) process, and founder and CEO of Strategyn. Philip Kotler calls Tony “the Deming of innovation” and Clayton Christensen credits him with “bringing predictability to innovation.” Published in Harvard Business Review and MIT Sloan Management Review, Tony is also the author of 2 best sellers: What Customers Want and JOBS TO BE DONE: Theory to Practice.

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