Jobs To Be Done

Outcome-Driven Innovation (ODI) is a strategy and Innovation process developed by Anthony W. Ulwick (AnthonyUlwick). It is built around the theory that people buy products and services to get jobs done.[1] As people complete these jobs, they have certain measurable outcomes that they are attempting to achieve.[2] It links a company's value creation activities to customer-defined metrics. Ulwick found that previous innovation practices were ineffective because they were incomplete, overlapping, or unnecessary.[1] ODI attempts to identify important but poorly served, and unimportant but over-served, jobs and outcomes. ODI focuses on customer-desired outcome rather than demographic profile in order to segment markets and offer well-targeted products.[2] Clayton Christensen credits Ulwick and Richard Pedi of Gage Foods with the way of thinking about market structure used in the chapter "What Products Will Customers Want to Buy?" in his Innovator's Solution and called "jobs to be done" or "outcomes that customers are seeking".[3]

Standard story: discovering why people bought MilkShakes at McDonalds at BreakFast time.

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