Resources
Outcome-Driven Innovation® is the world’s most powerful innovation process. Our books, white papers, articles, webinars, blog and courses explain how and why it works and how to put it into practice.
FEATURED RESOURCES
RESOURCES
White Papers, Books & More
Learn how to put Jobs-to-be-Done Theory into practice with Outcome-Driven Innovation and achieve innovation excellence.
POPULAR PUBLICATIONS
Turn Customer Input into Innovation
Learn about Strategyn’s first successful application of its Outcome-Driven Innovation process in this seminal 2002 Harvard Business Review article. HBR voted it one of the best new business ideas of the year.
PUBLICATION
JOBS-TO-BE-DONE WHITE PAPERS
OUTCOME-DRIVEN INNOVATION WHITE PAPERS
What Is Outcome-Driven Innovation?
Learn how this breakthrough strategy and innovation process brings clarity, speed and predictability to the fuzzy front end of innovation. Put it into practice and increase your chances of success at innovation by 5X.
WHITE PAPER
FEATURED ARTICLES
RESOURCE CENTER
JTBD White Papers
What is Jobs-to-be-Done?
The Core Tenets of Jobs-to-be-Done Theory
The Jobs-to-be-Done Needs Framework
The Jobs-to-be-Done Growth Strategy Matrix
The History of Jobs-to-be-Done & ODI
Strategyn’s Jobs-to-be-Done Story
ODI White Papers
Outcome-Driven Innovation: Jobs-to-be-Done Theory in Practice
Silence the Voice of the Customer
The Role of Ethnographic Research in the Innovation Process
Outcome-Based Segmentation
Turn Outcome-Driven Insights into Action
Outcome-Driven Ideation
81 Creativity Triggers to Energize your Ideation Process
Other White Papers
Published Articles
Turn Customer Input into Innovation, Tony Ulwick, Harvard Business Review
The Customer-Centered Innovation Map, Tony Ulwick, Harvard Business Review
Giving Customers A Fair Hearing, Tony Ulwick, MIT Sloan Management Review
Debunking Myths About Customer Needs, Lance Bettencourt, Marketing Management
Books
JOBS TO BE DONE: Theory to Practice, free audiobook and e-book
What Customers Want, Tony Ulwick’s original book on JTBD and ODI
Tools