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Why Innovation Fails & How To Fix It

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Hosted by Tony Ulwick
Discussion Points
  • The 3 deep-rooted myths that cause companies to fail at innovation
  • The real problems companies need to overcome to succeed at innovation
  • The innovation process that solves these problems
Duration: 58 Minutes


A Partnership Between:

95% of product teams don’t agree on what a customer “need” even is. This is the root cause of failure in innovation and why the majority of new products fail.

To succeed at innovation, product teams must unite around a common language and understanding of customer needs.

During this session, Tony will debunk myths that are preventing companies from making needed progress and show you how a jobs-to-be-done mindset can be used to define, capture, organize, and use customer need statements in a way that makes innovation far more predictable and profitable.

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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