White Papers, Books, & MoreGreg Stern2020-05-06T13:23:35-08:00
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.
White Papers, Books & More
Learn how to put Jobs-to-be-Done Theory into practice with Outcome-Driven Innovation and achieve innovation excellence.
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JTBD: Theory to Practice
81 Creativity Triggers Infographic
Tony Ulwick | January 30th, 2020
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.
The most popular book on Jobs Theory and Outcome-Driven Innovation is now available – free – as both an e-book and audiobook. Get your copy today and learn what it takes to transform innovation from an art to a science.
The Customer-Centered Innovation Map
In this 2008 Harvard Business Review article, Strategyn introduces the Job Map, how its applied and its extraordinary benefits. Take the first step in putting Jobs Theory into practice and help your customers get their job done better.
JOBS-TO-BE-DONE WHITE PAPERS
What Is Jobs-to-be-Done?
Jobs Theory is based on the notion that people buy products and services to get “jobs” done. But that’s just the tip of the iceberg. Learn how looking through this powerful lens will transform the way you think about innovation.
The Jobs-to-be-Done Growth Strategy Matrix
This popular article effectively explains the dynamics of disruptive innovation and other growth strategy options through a Jobs-to-be-Done lens. The matrix offers a new, game-changing framework for growth strategy formulation.
The Jobs-to-be-Done Needs Framework
You may not be a born innovator, but you can choose to think like one. This framework defines, categorizes and explains the relationships between the types of customer inputs companies need to make innovation predictable.
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.
This revolutionary segmentation methodology reveals hidden segments of opportunity, why they exist, how they are different, what desired outcomes are unmet in each segment, the degree to which they are unmet, and more.
Turn Outcome-Driven Insights Into Action
This white paper showcases how ODI insights are used by marketing, development, R&D, sales and other functions to take their decision making capabilities and innovation skills to the next level. Learn how to put ODI into action.
Ideas-First or Needs-First: What Would Edison Say?
Learn from Thomas Edison’s great-grandniece, Sarah Miller Caldicott, how Edison’s initial failures inspired him to adopt a needs-first approach to innovation; an approach she says closely resembles our Outcome-Driven Innovation process.
Giving Customers A Fair Hearing
In this seminal 2008 MIT Sloan Management Review article, Strategyn’s founder Tony Ulwick introduces the types of customer inputs that must be captured in order to transform innovation from an art to a science.
A New Perspective On Strategy
This article explains that strategy formulation does not begin with selecting which activities to pursue, like Michael Porter asserts. Rather, it begins with deciding what unmet customer needs to target for value creation.