This is a compilation of the entire interview discussing the use of Jobs to be Done. Tony Ulwick has turned Jobs-to-be-Done theory into the world’s most powerful innovation process: Outcome-Driven Innovation (ODI). This innovation process is the cornerstone of their success. Tony has evolved the innovation process from an art to a science. First introducing his work in What Customers Want: Using Outcome-Driven Innovation to Create Breakthrough Products and Services and now taking it to another level in his new book, Jobs to be Done: Theory to Practice.
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