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JTBD + Outcome-Driven Innovation®
To be great at innovation you need a great innovation process. Learn from the pioneers of Jobs-to-be-Done Theory how to unlock your innovation potential and create a customer-centric organization.
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Introduction to JTBD
What Is Jobs-to-be-Done?
What Is Jobs-to-be-Done?
Is Jobs-to-be-Done a theory? A lens? A process? A framework? A practice? Let’s start with a practical definition:
Tony Ulwick
Feb 28, 2017
Outcome-Driven Innovation: JTBD Theory in Practice
Outcome-Driven Innovation: JTBD Theory in Practice
Outcome-Driven Innovation® (ODI) is a strategy and innovation process that enables a company to create and market winning product and…
Tony Ulwick
Jun 21, 2017
Jobs-to-be-Done: A Framework for Customer Needs
Jobs-to-be-Done: A Framework for Customer Needs
Jobs Theory provides a framework for categorizing, defining, capturing and organizing the inputs that are required to make innovation…
Tony Ulwick
Jan 5, 2017
The JTBD Market Definition Canvas
The JTBD Market Definition Canvas
Entrepreneurs can avoid unnecessary pivoting and churn with a powerful approach to market definition.
Tony Ulwick
Nov 18, 2021
Jobs-to-be-Done Book
“I call Ulwick the Deming of innovation.” — Philip Kotler
FREE ebook and audiobook
Jobs-to-be-Done Fundamentals
The Jobs-to-be-Done Canvas
The Jobs-to-be-Done Canvas
Helping a product team see a market through a Jobs-to-be-Done lens is often a transformational experience. This training canvas can help…
Tony Ulwick
May 7, 2018
The Core Tenets of Jobs-to-be-Done Theory
The Core Tenets of Jobs-to-be-Done Theory
With decades of scrutiny in academic and practitioner settings, these core tenets of Jobs-to-be-Done Theory form the foundation for growth.
Tony Ulwick
Nov 28, 2017
The Jobs-to-be-Done Language of Innovation
The Jobs-to-be-Done Language of Innovation
A common language of innovation has the power to unite an organization in its effort to build a competency in innovation.
Tony Ulwick
Aug 3, 2017
The Jobs-to-be-Done Growth Strategy Matrix
The Jobs-to-be-Done Growth Strategy Matrix
This new framework explains when a disruptive strategy or another growth strategy should be pursued in a given situation, dramatically…
Tony Ulwick
Jan 5, 2017
The 2 Jobs-to-be-Done Interpretations — and Why It Matters
The 2 Jobs-to-be-Done Interpretations — and Why It Matters
Applying Jobs-to-be-Done as a proactive managerial science negates the need to apply it as a reactive behavioral science.
Tony Ulwick
Jun 3, 2019
Outcome-Driven Innovation Fundamentals
Mapping the Job-to-be-Done
Mapping the Job-to-be-Done
The Job Map reveals a stable strategy to drive growth through innovation: get the entire job done on a single platform.
Tony Ulwick
Jan 11, 2017
Inventing the Perfect Customer Need Statement
Inventing the Perfect Customer Need Statement
Innovation is the process of devising a solution that addresses unmet customer needs. To win at innovation, a company must be able to…
Tony Ulwick
Jul 30, 2017
Avoid These Common Mistakes When Getting Started With Jobs-To-Be-Done
Avoid These Common Mistakes When Getting Started With Jobs-To-Be-Done
Defining the customer’s job-to-be-done correctly is fundamental to a company’s success. Don’t let these two common mistakes derail your…
Tony Ulwick
Aug 27, 2018
Outcome-Based Market Segmentation Outperforms Milkshake Marketing
Outcome-Based Market Segmentation Outperforms Milkshake Marketing
When it comes to discovering hidden segments of opportunity, outcome-based market segmentation gets the job done best.
Tony Ulwick
Jan 16, 2018
Measure Customer Progress With JTBD + Outcome-Driven Innovation
Measure Customer Progress With JTBD + Outcome-Driven Innovation
New product success becomes predictable once you know what metrics customers use to measure their progress when getting a job done.
Tony Ulwick
Dec 18, 2018
Outcome-Driven Ideation: Brainstorming With The End In Mind
Outcome-Driven Ideation: Brainstorming With The End In Mind
Rather than generating hundreds of questionable ideas, devise solutions that explicitly address your customer’s most underserved needs.
Tony Ulwick
Jan 30, 2020
81 Creativity Triggers To Energize Your Ideation Process
81 Creativity Triggers To Energize Your Ideation Process
These refined, proven creativity triggers will infuse new thinking into your new product, feature and business model ideation process.
Tony Ulwick
Jan 30, 2020
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