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Outcome-Driven Venturing: JTBD + Lean Innovation


Hosted by Tony Ulwick
Discussion Points
  • Why so many new products fail
  • The need for an end to end innovation process
  • How to create the perfect growth formula by combining JTBD & lean innovation methods
Duration: 56 Minutes


A Partnership Between:

In this session, innovation pioneers, Tony Ulwick, Noel Sobelman, and Christine Griffin will discuss the reasons businesses struggle to create new sources of growth and introduce an end-to-end innovation process that solves common challenges.

Combining downstream lean methods with upstream JTBD practices creates a robust, end-to-end innovation process. The process improves the effectiveness of needs discovery and prioritization for, ideating, incubating, and scaling new ventures. Through this combined synergy, companies seeking to create new ventures are now able to build the RIGHT solutions and build them RIGHT.

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.

Stop guessing. Start innovating.
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