Tony Ulwick – Medium

Tony Ulwick
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JTBD + Outcome-Driven Innovation

The JTBD Market Definition Canvas

Entrepreneurs can avoid unnecessary pivoting and churn with a powerful approach to market definition.

16 min readNov 18, 2021

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The JTBD Market Definition Canvas

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Tony Ulwick
in
JTBD + Outcome-Driven Innovation

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.

14 min readJan 30, 2020

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81 Creativity Triggers To Energize Your Ideation Process

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Tony Ulwick
in
JTBD + Outcome-Driven Innovation

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.

8 min readJan 30, 2020

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Outcome-Driven Ideation: Brainstorming With The End In Mind

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Tony Ulwick
in
JTBD + Outcome-Driven Innovation

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.

9 min readJun 3, 2019

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The 2 Jobs-to-be-Done Interpretations — and Why It Matters

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Tony Ulwick
in
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.

12 min readDec 18, 2018

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Measure Customer Progress With JTBD + Outcome-Driven Innovation

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Tony Ulwick
in
JTBD + Outcome-Driven Innovation

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…

6 min readAug 27, 2018

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Avoid These Common Mistakes When Getting Started With Jobs-To-Be-Done

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Tony Ulwick
in
JTBD + Outcome-Driven Innovation

Jobs-To-Be-Done Brings New, Deep Insights To Product Development

While customer insights have driven hardware and software development for years, Jobs-To-Be-Done and ODI take customer-centered innovation…

8 min readJun 22, 2018

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Jobs-To-Be-Done Brings New, Deep Insights To Product Development

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Tony Ulwick
in
JTBD + Outcome-Driven Innovation

Management’s Role In Achieving Predictable Innovation

Acknowledging who is ultimately responsible for product innovation — and ensuring they have the tools to succeed — can dramatically improve…

6 min readJun 5, 2018

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Management’s Role In Achieving Predictable Innovation

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Tony Ulwick
in
JTBD + Outcome-Driven Innovation

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…

7 min readMay 7, 2018

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The Jobs-to-be-Done Canvas

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Tony Ulwick
in
JTBD + Outcome-Driven Innovation

5 Barriers To A Predictable Innovation Process

The innovation process has been transformed from an art to a science, yet companies are slow to adopt. These barriers may be stifling…

7 min readMar 5, 2018

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5 Barriers To A Predictable Innovation Process

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Tony Ulwick

Tony Ulwick

Founder of the innovation consulting firm Strategyn, pioneer of Jobs-to-be-Done Theory, creator of Outcome-Driven Innovation.

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