The reason so many innovators fail and so many products flop is that innovators don’t really understand what it is their customers want. Moreover, they don’t know what inputs they need from customers to make innovation predictable.
To capture these needs, innovators need a new perspective and that perspective is Jobs-to-be-Done.
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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