The Origin of Jobs To Be Done Theory (JTBD) and the practice of Outcome-Driven Innovation (ODI)
Tony Ulwick has turned jobs-to-be-done theory into the world’s most powerful innovation process: Outcome-Driven Innovation (ODI). This patented 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. This is part 1 of a 4-part series.