About
JTBD + Outcome-Driven InnovationPut Jobs-to-be-Done Theory (JTBD) into practice with Outcome-Driven Innovation (ODI). Access frameworks, templates, examples and case studies. Philip Kotler calls Tony Ulwick “the Deming of innovation.” Clayton Christensen credits him with “bringing predictability to innovation.”
Note from the editor
Put Jobs-to-be-Done Theory (JTBD) into practice with Outcome-Driven Innovation (ODI). Access frameworks, templates, examples and case studies. Philip Kotler calls Tony Ulwick “the Deming of innovation.” Clayton Christensen credits him with “bringing predictability to innovation.”
Editors
Tony Ulwick
Founder of the innovation consulting firm Strategyn, pioneer of Jobs-to-be-Done Theory, creator of Outcome-Driven Innovation.
Writers
Tony Ulwick
Founder of the innovation consulting firm Strategyn, pioneer of Jobs-to-be-Done Theory, creator of Outcome-Driven Innovation.
Eric Eskey
I write about ideas and innovation. I am also a Principal of the innovation management firm Dark Horse Works. San Francisco/Phoenix.
Urquhart (Urko) Wood
Founder and Innovation Guide at Reveal Growth Consultants. We help organizational leaders get game-changing customer insights to drive innovation and growth.
Audrey Holocher
Certified Narrative Consultant, consumer insights/branding for F500, Food&Bev, pharma, healthcare, technology. Focus: consumer insights & innovation.
Andrea F Hill
Sr Digital Analyst with the BC Public Service Digital Investment Office, former web dev & product person. 🔎 Lifelong learner. Unapologetic introvert. Cat mom.
