Looking through the
jobs-to-be-done lens, we reinvented every aspect of the innovation process, including the way customers, markets, and
customer needs are defined; the way markets are segmented and sized and the way ideas are generated and tested. This is the secret behind our Outcome-Driven Innovation process and our ability to help companies deliver what customers want.
Unlike the hodgepodge of incompatible innovation tools and theories we’ve seen companies use, ODI is a single, end-to-end innovation process built around one uniquely insightful theory, so all the pieces fit and work together in unison. ODI is the first integrated innovation process.
What Customers Want explains what ODI is, how it works and why it will work for you. Please forward your thoughts and comments to
Tony Ulwick.
