About this Event
We are excited to bring to you during the Startup Series a workshop with Tony Ulwick, Author of Jobs to Be Done as well as Founder and CEO of Strategyn. During this workshop you will learn how to apply the Jobs to Be Done theory framework to better understand your customer's needs.
Jobs to Be Done: (Described on Strategyn Website)
Jobs-to-be-Done is best defined as a perspective — a lens through which you can observe markets, customers, needs, competitors, and customer segments differently, and by doing so, make innovation far more predictable and profitable.
Theory to Practice takes the theory and the ODI process to the next level. This jobs-to-be-done book reveals:
- Why companies fail at innovation and how to avoid the two most critical mistakes that companies make.
- How to employ the Jobs-to-be-Done Theory Needs Framework to categorize, define, capture, organize and prioritize customer needs.
- The Jobs-to-be-Done Growth Strategy Matrix—a tool that fills in the holes in disruptive innovation theory, and other innovation theories, by examining them through a Jobs lens. It defines and reveals which of the 5 growth strategies to pursue in a given situation.
- Improvements to the Outcome-Driven Innovation process—and how the process ties customer-defined metrics to the customer’s Job-to-be-Done, transforming every aspect of opportunity discovery, marketing and innovation.Outcome-Based Segmentation: what is it and how it uncovers hidden opportunities for growth.
- The 84 steps associated with the ODI process, revealing in detail what it takes to turn Jobs Theory into practice.
- A three-phased approach that a company can use to build a competency in innovation.
- The JTBD Language of Innovation – the lexicon of terms needed to establish a common language for innovation.
About Tony Ulwick:
Tony Ulwick is the pioneer of Jobs-to-be-Done Theory and Outcome-Driven Innovation® (ODI), a strategy and innovation process that increases the innovation success rate five-fold. Tony founded the innovation consultancy Strategyn in 1991 and has worked with over one-third of the Fortune 100, helping them generate billions of dollar in revenue growth. Tony has been granted 12 patents related to various aspects of the ODI process.
Tony is the author of the original "Jobs-to-be-Done" book, What Customers Want (2005, McGraw Hill), and articles published in Harvard Business Review and MIT Sloan Management Review. His work is cited in hundreds of publications. Tony's counterintuitive views as an innovation thought leader have changed the way academics and executives alike think about growth, strategy, and innovation.
“I call him the Deming of Innovation because, more than anyone else, Tony has turned innovation into a science.” -- Philip Kotler, the S. C. Johnson Distinguished Professor of International Marketing at the Kellogg School of Management, Northwestern University
"Ulwick's outcome-driven programs bring discipline and predictability to the often random process of innovation." -- Harvard Business School professor Clayton Christensen
“There are a couple of thinkers I deeply respect. Ulwick is one of them.” –- Alexander Osterwalder
Contact Tony at [email protected] or visit strategyn.com and jobs-to-be-done.com
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