Podcast appearances and mentions of tony ulwick

Unlocking Innovation with Tony Ulwick Tony Ulwick, author of 'What Customers Want,' discusses the Outcome-Driven Innovation process and the Jobs-to-be-Done theory. He explains why 90% of new products fail and how his approach achieves an 86% success rate by focusing on unmet customer needs. Discover how AI intersects with innovation and the role of management in fostering a data-driven culture. "People don't want the quarter-inch drill, they want the quarter-inch hole. The shift in mindset is like, we are not solution creators, we are problem solvers." - Tony Ulwick Key Takeaways: -What is Outcome-Driven Innovation (ODI) and why is it important?  -How does the 'Jobs-to-be-Done' framework enhance product development? -Why do 90% of new products fail according to Tony?  -What role does management play in successful innovation?  -How can AI be integrated into the innovation you're creating as a manager? #managers #managesmarter #innovation #ai #artificial intelligence #productdevelopment #outcomes #businesssuccess Connect with Tony Ulwick https://strategyn.com/ https://www.linkedin.com/in/tonyulwick/ Connect with Manage Smarter and its hosts   ·    Website: https://salesfuel.com/manage-smarter/   ·    LinkedIn: https://www.linkedin.com/in/audreystrong/                                      ·    LinkedIn: https://www.linkedin.com/in/cleesmith/   TWITTER/X   Audrey https://x.com/tallmediamaven   Lee https://x.com/cleesmith    Connect with SalesFuel ·    Website: https://salesfuel.com/   ·    Twitter: https://x.com/SalesFuel   ·    Facebook: https://www.facebook.com/salesfuel/   Learn more about your ad choices. Visit megaphone.fm/adchoices

Ever wondered what makes customers choose one product over another? It's not always about flashy features or marketing hype. It's about solving their problems and fulfilling their needs. In this episode of Startuprad.io, we delve into the fascinating world of Jobs to Be Done (JTBD) with the creator of the theory himself, Tony Ulwick. Tony Ulwick, the founder and CEO of Strategyn and a renowned innovation expert, takes us on a journey through the JTBD framework. Discover how this customer-centric approach can revolutionize your product development process, helping you identify the "jobs" customers are "hiring" your product to do. Our Sponsor Vanta Make compliance simple—get $1,000 off now at vanta.com/startupradio In this episode, you'll learn: The core principles of JTBD and how it differs from traditional market research. How to identify and prioritize customer needs using the JTBD framework. Practical steps to implement JTBD in your product development process. Real-world case studies of companies successfully using JTBD to create winning products. The benefits and challenges of the JTBD approach. Prepare to be inspired and challenged as Tony shares his insights on: Why most product development efforts fail. The importance of understanding customer motivations. How to segment markets based on unmet needs. The role of AI in the future of JTBD. This episode is a must-listen for: Entrepreneurs and product managers looking to build better products. Marketers seeking to understand customer behavior. Innovators and change-makers who want to create products that truly matter. Anyone interested in the future of product development and customer-centricity. Tune in now and discover the secrets to building products that customers truly love! Show Notes: Guest: Tony Ulwick, Founder and CEO of Strategyn Topics: Jobs to Be Done (JTBD), Outcome-Driven Innovation (ODI), Customer Needs, Product Development, Innovation, Market Research Links: Strategyn: https://www.strategyn.com/ Jobs to Be Done website: https://jobstobedone.org/ Tony Ulwick's books on Amazon: https://www.amazon.com/Tony-Ulwick/e/B001H6MZJC Free eBook/Audiobook: https://jobstobedonebook.com/ Blog post: http://startuprad.io/post/jobs-to-be-done-a-framework-for-building-better-products Interested in Working with us? Have a look here: https://www.passionfroot.me/startupradio

In this episode of the Product Thinking Podcast, Melissa Perri welcomes Tony Ulwick, the founder and CEO of Strategyn, and the pioneer behind the jobs-to-be-done theory and Outcome-Driven Innovation (ODI). Tony shares insights from his groundbreaking work in redefining product development and innovation. He discusses the importance of separating innovation from development processes and why focusing on customer outcomes rather than features leads to more successful products. Whether you're a product manager looking to refine your approach or a leader aiming to align teams around customer needs, this episode is a treasure trove of practical guidance and deep insights into mastering the art of innovation. Tune in to discover how you can leverage ODI to drive your product strategy towards success. You'll hear us talk about: 14:22 - Front-End Innovation vs. Development Process Tony explains the importance of distinguishing between the innovation process—where the product concept is formed—and the development process, where Agile methods come into play. This separation ensures that only market-winning concepts proceed to development. 19:41 - Understanding Customer Needs Tony outlines the steps in Outcome-Driven Innovation, focusing on identifying and addressing customer needs to enhance product success. He emphasizes defining markets and needs before devising solutions. 28:06 - Aligning Teams on Customer Needs Tony shares strategies to encourage organizational alignment on the definition and prioritization of customer needs, ensuring all teams work towards a common goal. Episode Resources: Tony Ulwick on LinkedIn Strategyn

In this episode, Tony Ulwick shares his career journey from IBM engineer to innovation expert, discussing his groundbreaking methodologies that focus on understanding customer needs to drive successful innovations. Tony shares practical examples and insights on how companies can avoid innovation pitfalls, leverage AI effectively, and achieve significant market success. The conversation emphasizes the importance of being outcome-driven and offers guidance for product leaders and innovators. Episode Highlights: 02:33 Tony's Journey: From IBM to Innovation Expert 04:47 Understanding Customer Needs and Innovation 07:38 The Importance of Job Maps in Innovation 34:33 The Role of AI in Innovation Tony is the pioneer of Jobs-to-be-Done Theory, the inventor of the Outcome-Driven Innovation® (ODI) process, and the founder of strategy and innovation consulting firm Strategyn. Tony has applied his ODI process at some of the world’s leading companies and across nearly all industries to inform breakthrough innovations—achieving a success rate that is 5 times better than the industry average. Philip Kotler calls Tony “the Deming of innovation” and credits him with bringing predictability to innovation. Published in Harvard Business Review and MIT Sloan Management Review, Tony is also the author of best sellers What Customers Want and JOBS TO BE DONE: Theory to Practice. Connect with Tony: Company Website: Strategyn.comLinkedIn: https://www.linkedin.com/in/tonyulwick/ For more insights: Book a call: https://bit.ly/4cToGDs Follow me on my YouTube Channel: https://bit.ly/47GgMdn Sign up for my Weekly Newsletter: https://bit.ly/3T09kVc See omnystudio.com/listener for privacy information.

Tony Ulwick is the pioneer of the Jobs-to-be-Done Theory, the inventor of the Outcome-Driven Innovation® (ODI) process, and the founder of strategy and innovation consulting firm Strategyn. What is Outcome - Driven Innovation and why did Tony decide to make it open-source? What did your career as an engineer teach you about running a business? What causes failure and how can you diminish the risk of failure? What metrics reduce failure and how does WSJ know immediat ely that IBM's product was a failure? Why don't more companies adopt this process? HBR 2002 and HBR 2016 promote this process. How do you help companies implement the innovation and what are some of the causes of failure? Tony Ulwick Tony Ulwick is the pioneer of the Jobs-to-be-Done Theory, the inventor of the Outcome-Driven Innovation® (ODI) process, and the founder of strategy and innovation consulting firm Strategyn. Tony has applied his ODI process at some of the world's leading companies and across nearly all industries to inform breakthrough innovations — achieving a success rate that is 5 times better than the industry average. Philip Kotler calls Tony “the Deming of innovation” and credits him with bringing predictability to innovation. Publishe d in Harvard Business Review and MIT Sloan Management Review, Tony is also the author of best sellers What Customers Want and JOBS TO BE DONE: Theory to Practice. Excellent Executive Coaching Podcast If you have enjoyed this episode, subscribe to our podcast on iTunes. We would love for you to leave a review. The EEC podcasts are sponsored by MKB Excellent Executive Coaching that helps you get from where you are to where you want to be with customized leadership and coaching development programs. MKB Excellent Executive Coaching offers leadership development programs to generate action, learning, and change that is aligned with your authentic self and values. Transform your dreams into reality and invest in yourself by scheduling a discovery session with Dr. Katrina Burrus, MCC to reach your goals. Your host is Dr. Katrina Burrus, MCC, founder and general manager of Excellent Executive Coaching a company specialized in leadership development.

Meet Tony Ulwick, a trailblazer in the world of innovation. As CEO of the consulting powerhouse Strategyn, Tony is the mastermind behind the groundbreaking Outcome-Driven Innovation® (ODI) process. For 30 years, his method has transformed giants like Coca-Cola, Amazon, IBM, and Abbott, proving that innovation isn't just about luck—it's about strategy. Tony's journey began on […] The post Turning Innovation Into a Science, With Tony Ulwick first appeared on Business Creators Radio Show with Adam Hommey.

In this episode of the Remote CEO Show, I had the pleasure to interview, Tony Ulwick.  Tony is the pioneer of Jobs-to-be-Done Theory, the inventor of the Outcome-Driven Innovation(ODI) process, and the founder of the strategy and innovation consulting firm Strategyn. Tony has applied his ODI process at some of the world's leading companies and across nearly all industries to inform breakthrough innovations—achieving a success rate that is 5 times better than the industry average. 

Unravelling the enigma of customer needs can often feel like searching for a needle in a haystack, but what if we told you that the needle comes with a magnet? In this eye-opening episode of the Sleeping Barber Podcast, we delve into the inventive world of Tony Ulwick, the mastermind behind the Jobs to Be Done theory and Outcome-Driven Innovation. Tony unravels the common missteps businesses make when defining their market and identifying customer needs. He presents a compelling argument for why most companies innovate backwards and how his counterintuitive methods have led to an astounding 86% success rate in product innovation, compared to the bleak figures we see in startups. This discussion is a treasure trove for any business leader seeking a compass to guide them through the tumultuous waters of customer satisfaction and product development. Don't forget to join our hosts, Vassilis and Marc, for post-podcast banter! Our Guest: Tony Ulwick - Inventor of Outcome-Driven Innovation & Jobs-to-Be-Done Founder & CEO of Strategyn https://strategyn.com/ linkedin.com/in/tonyulwick/ Owner of 12 patents related to ODI and the processes around market needs assessments, strategy and innovation. Our Hosts: Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠ Get in touch with our hosts: Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ Podcast Literature: Outcome Based Segmentation - https://strategyn.com/lp/outcome-based-segmentation/ HBR - Know your customers JTBD - https://hbr.org/2016/09/know-your-customers-jobs-to-be-done Clay Christensen JTBD Theory on Milkshakes - https://www.youtube.com/watch?v=Stc0beAxavY JTBD Free Download - https://strategyn.com/jobs-to-be-done/ What is innovation & why does it matter - https://online.hbs.edu/blog/post/importance-of-innovation-in-business Customer Centered Innovation Map - https://hbr.org/2008/05/the-customer-centered-innovation-map Startup Stats - https://www.embroker.com/blog/startup-statistics/ Why Startups Fail - https://hbr.org/2021/05/why-start-ups-fail What are CEPs and why are they important? - https://marketingscience.info/research-services/identifying-and-prioritising-category-entry-points/ Timestamps: 0:44 - Tony Ulwick Introduction 3:04 - Why are innovations typically so unsuccessful? 6:24 - Segmenting across unmet needs instead of industry verticals 9:03 - Why most innovations are done in reverse 11:15 - I need a ¼ inch hole, not a ¼ inch bit 12:49 - Kodak didn't know what market they were in 14:50 - The goal of segmentation & why personas fail 18:54 - Circumstances, not demo or firmographics, cause segments to exist 23:22 - Customers are aware of the problems they have, but not the solutions that exist 25:01 - Marketing strategy is about finding unmet needs and fulfilling them 28:40 - How to identify the jobs customer's are trying get done 31:59 - The difference between Jobs-To-Be-Done (JTBD) and customer needs 35:45 - Most products don't get the entire job done 37:55 - Category Entry Points v. JTBD 43:14 - Reinventing a Banana 45:01 - Using JTBD in enter crowded markets 47:52 - Using JTBD to reposition an existing product 51:02 - Solutions mindsets aren't as helpful as problem mindsets in innovation 53:43 - Moving from JTBD analysis into action 58:02 - Learn more about Tony 59:00 - Post-Pod with V and Marc Where to Listen: Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324 Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠ Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC Youtube: https://www.youtube.com/@sleepingbarberpodcast © 2024 Sleeping Barber

Defining the Market in Innovation with Tony Ulwick The fifth episode of the Corporate Explorer series features Tony Ulwick, the acclaimed author of 'Jobs to be Done.' He discusses the critical role of precisely defining the market in the innovation process. The conversation delves into the intricacies of identifying a target market, a common pitfall many innovators encounter, and introduces the 'Jobs to be Done Market Definition Canvas.' This tool aids in understanding the market, reducing uncertainty, and aligning team objectives. The episode underlines the importance of creating products that are guaranteed to succeed based on a systematic approach to innovation. Ulwick provides concrete examples to demonstrate how the 'Jobs to be Done' methodology revolutionizes the way one defines a market, thereby influencing the overall innovation process. This episode provides valuable knowledge for entrepreneurs, innovators, or anyone involved in the product development process.     Find Tony and his free ebook or audiobook here: , , , , , , , , , , , , , , , ,

Tony Ulwick is the pioneer of Jobs-to-be-Done Theory, the inventor of the Outcome-Driven Innovation® (ODI) process, and founder of strategy and innovation consulting firm, Strategyn. He has applied his ODI process at some of the world's leading companies and across nearly all industries to inform breakthrough innovations – achieving a success rate that is 5 times better than the industry average. Philip Kotler calls Tony “”the Deming of Innovation”” and credits him with bringing predictability to innovation. Published in Harvard Business Review and MIT Sloan Management Review, Tony is also the author of best sellers What Customers Want and Jobs-to-be-Done: Theory to Practice. He is eager to continue sharing insights that will inspire leaders of organizations, executive teams, and innovators to change the way the world innovates. Connect with Jon Dwoskin: Twitter: @jdwoskin Facebook: https://www.facebook.com/jonathan.dwoskin Instagram: https://www.instagram.com/thejondwoskinexperience/ Website: https://jondwoskin.com/LinkedIn: https://www.linkedin.com/in/jondwoskin/ Email: jon@jondwoskin.com Get Jon's Book: The Think Big Movement: Grow your business big. Very Big!   Connect with Tony Ulwick: Website https://strategyn.com/ LinkedIn:  https://www.linkedin.com/in/tonyulwick/

Is your approach to innovation predictable? On this episode, Tony Ulwick and I discuss his innovation process that's been used by companies around the world. Tony is the inventor of the Outcome-Driven Innovation® (ODI) process and founder of strategy and innovation consulting firm, Strategyn.  He has applied his ODI process at some of the world's leading companies and across nearly all industries to create breakthrough innovations - achieving a success rate that is five times better than the industry average. Tony has been credited with bringing predictability to innovation.  He has been published in the Harvard Business Review and the MIT Sloan Management Review. Tony is the author of two best sellers:  What Customers Want and Jobs-to-be-Done: Theory to Practice.  Tony is also an inventor with 12 patents granted on his inventions. “First discover unmet needs, then create solutions for those unmet needs.” – Tony Ulwick Today on the Tech Leader Talk podcast: - How companies can improve their innovation success rate - The Jobs-to-be-Done process - IBM's billion dollar mistake - How the ODI process is different from other innovation systems - Yes, you can bring predictability to innovation  Resources: Free book: https://jobs-to-be-done-book.com/ Tony's blog: https://jobs-to-be-done.com/  Connect with Tony Ulwick: LinkedIn: https://www.linkedin.com/in/tonyulwick/ Website: https://strategyn.com/ Thanks for listening! Be sure to get your free copy of Steve's latest book, Cracking the Patent Code, and discover his proven system for identifying and protecting your most valuable inventions. Get the book at https://stevesponseller.com/book.

Tony is the pioneer of Jobs-to-be-Done Theory, the inventor of the Outcome-Driven Innovation® (ODI) process, and the founder of strategy and innovation consulting firm Strategyn. Tony has applied his ODI process at some of the world's leading companies and across nearly all industries to inform breakthrough innovations—achieving a success rate that is 5 times better than the industry average. Tony is also the author of best sellers What Customers Want and JOBS TO BE DONE: Theory to Practice.In this episode of Polyweb, host Sara Landi Tortoli and guest Tony Ulwick uncover everything you need to know about the Jobs to be Done framework. Tony explains how this methodology focuses on understanding the jobs customers are trying to get done rather than the products themselves. He outlines best practices for applying the framework, including defining target markets around customer jobs, designing effective surveys to uncover unmet needs, interviewing experts to map detailed outcomes, and selecting the most promising markets for startups. Tony shares insights from working with companies like Twitter to resegment users based on their core jobs to be done. He also provides guidance for startups on how to leverage the framework for product-market fit. 00:00 Introduction00:48 Overview of Jobs to be Done06:16 Applying the framework10:15 How to structure customer's survey to uncover unmet needs18:58 How to prioritize competing opportunities20:16 Case study: JTBD applied to Twitter29:29 When to use qualitative vs. quantitive research30:30 How to structure customer interviews to uncover unmet needs 48:23 How startups can define their own market59:55 Common mistakes to avoid when applying JTBD01:12:40 Resources for learning more

Today's episode dives into understanding your customers' unmet needs and mastering the art of building products the right way. Our guest is Tony Ulwick, innovation leader and the bestselling author of "Jobs to Be Done: Theory to Practice." Tony offers a simplified approach to the innovation process, and together with host Wes Bush, they discuss Outcome-Driven Innovation as a framework for market success. The focus here is on discovering what customers aim to achieve (their "jobs to be done") rather than rushing into product features or solutions. Explore the roles of different customer segments, a systematic approach to customer discovery, valuable segmentation for product development and marketing, and more.  Key Takeaways:  [1:00] Tony Ulwick's IBM experience and ongoing innovation challenges [2:10] His desire to predict product success before development [3:15] Understanding customer needs [9:00] Defining customer groups [10:40] Targeting underserved segments [13:10] Finding segments of opportunity [15:00] Step-by-step process for understanding customer needs [16:00] Mapping out desired outcomes [20:45] Discussion of platform-level solutions [21:40] Mapping out desired outcomes [24:00] The collaborative approach [25:00] Categorizing desired outcomes [28:00] Finding segments of opportunity [30:00] Segmentation based on unmet needs [30:40] Focus on the job to be done [31:00] Example in dentistry where patient segments are identified based on their unmet needs. [32:10] Identifying unmet needs to inform product strategy [33:00] Shifting the value proposition based on identified unmet needs. [34:15] Innovations and unmet needs [38:30] Free book “Jobs to be Done” theory  About Tony Ulwick:  Tony Ulwick is the CEO of Strategyn, an innovation consultancy. He's known for pioneering Jobs-to-be-Done Theory and inventing Outcome-Driven Innovation® (ODI) with an 86% success rate. Tony works with Fortune 500 companies to make innovation more predictable and oversees the JTBD + ODI publication. Links:  Tony Ulwick | LinkedIn JOBS TO BE DONE book

Brought to you by Sidebar—Catalyze your career with a Personal Board of Directors | Merge—A single API to add hundreds of integrations into your app | Eppo—Run reliable, impactful experiments—Bob Moesta is the co-creator of the Jobs To Be Done (JTBD) framework, a close collaborator of Clay Christensen, and CEO and founder of The Re-Wired Group. He has helped launch more than 3,500 new products, services, and businesses and built and sold several startups himself. He is also a fellow at the Clayton Christensen Institute and a guest lecturer at the Harvard Business School, MIT Sloan School of Entrepreneurship, and Northwestern University's Kellogg School of Management. In this episode, we discuss:• What Snickers and Milky Way can teach us about JTBD• The various flavors of the JTBD framework• Best practices for implementing the framework• Advice on conducting interviews for B2B vs. B2C customers• Common mistakes people make when implementing JTBD• When not to use it—Find the full transcript at: https://www.lennyspodcast.com/the-ultimate-guide-to-jtbd-bob-moesta-co-creator-of-the-framework/#transcript—Where to find Bob Moesta:• Twitter/X: https://twitter.com/bmoesta• LinkedIn: https://www.linkedin.com/in/bobmoesta/• Website: http://www.therewiredgroup.com/—Where to find Lenny:• Newsletter: https://www.lennysnewsletter.com• Twitter/X: https://twitter.com/lennysan• LinkedIn: https://www.linkedin.com/in/lennyrachitsky/—In this episode, we cover:(00:00) Bob's background(04:04) A simple explanation of the Jobs To Be Done framework(07:29) Struggling moments and demand(09:51) Understanding the context behind pain points(11:14) Reducing friction in the sales process(14:46) How Autobooks improved their buying process and 4x'ed conversion(16:52) The six phases of the buying process(18:30) The JTBD interview process(21:55) How Bob's TBI affected his reading/writing and how he is able to write books(22:02) Why people switch companies(27:18) Tips for JTBD interviewing(30:07) Why you should not have a discussion guide(32:48) The danger of looking at the customer through the product(33:53) First steps in applying the JTBD framework(36:25) Signs people are ready for a change(37:43) Bob's “layers of language”(40:15) Examples of companies with a broad adoption of JTBD(43:59) The different flavors of JTBD and common mistakes to avoid when implementing it(48:19) Bob's work with Clay Christensen on JTBD theory(51:05) When not to use JTBD(53:40) Common misconceptions about the framework(55:55) What compelled Bob to spend so much of his life on JTBD(58:07) Three big takeaways(59:07) Lightning round—Referenced:• Jason Fried on LinkedIn: https://www.linkedin.com/in/jason-fried/• Des Traynor on LinkedIn: https://www.linkedin.com/in/destraynor• Southern New Hampshire University: https://degrees.snhu.edu/• Paul LeBlanc on LinkedIn: https://www.linkedin.com/in/paul-j-leblanc-6a17749/• Demand-Side Sales 101: Stop Selling and Help Your Customers Make Progress: https://www.amazon.com/Demand-Side-Sales-101-Customers-Progress/dp/1544509987• Autobooks: https://www.autobooks.co/• Intercom: https://www.intercom.com/• Zendesk: https://www.zendesk.com/• HubSpot: https://www.hubspot.com/• The Kellogg School of Management at Northwestern University: https://www.kellogg.northwestern.edu/• Y Combinator: https://www.ycombinator.com/• Michael Horn on LinkedIn: https://www.linkedin.com/in/michaelbhorn/• Ethan Bernstein on LinkedIn: https://www.linkedin.com/in/ethanbernstein/• Never Split the Difference: Negotiating as If Your Life Depended on It: https://www.amazon.com/Never-Split-Difference-Negotiating-Depended/dp/0062407805• William Edwards Deming on Wikipedia: https://en.wikipedia.org/wiki/W._Edwards_Deming• Basecamp: https://basecamp.com/• Sriram and Aarthi on Lenny's Podcast: https://www.lennyspodcast.com/hot-takes-and-techno-optimism-from-techs-top-power-couple-sriram-and-aarthi/• Genichi Taguchi: https://www.qualitygurus.com/genichi-taguchi/• Tony Ulwick on LinkedIn: https://www.linkedin.com/in/tonyulwick/• The Clayton Christensen Institute on LinkedIn: https://www.linkedin.com/company/clayton-christensen-institute/• Shape Up: https://basecamp.com/shapeup• The End of Average: Unlocking Our Potential by Embracing What Makes Us Different: https://www.amazon.com/End-Average-Unlocking-Potential-Embracing/dp/0062358375• The Big Bang Theory on TBS: https://www.tbs.com/shows/the-big-bang-theory/watch-now• Oppenheimer: https://www.oppenheimermovie.com/• Kyota massage chairs at Costco: https://www.costco.com/massage-chairs-cushions.html?brand=Kyota&refine=%7C%7CBrand_attr-Kyota• Paul Adams on LinkedIn: https://www.linkedin.com/in/pauladams/• Matt Hodges on LinkedIn: https://www.linkedin.com/in/mattnhodges/• Andrew Glaser on LinkedIn: https://www.linkedin.com/in/glaserandrew/—Production and marketing by https://penname.co/. For inquiries about sponsoring the podcast, email podcast@lennyrachitsky.com.—Lenny may be an investor in the companies discussed. Get full access to Lenny's Newsletter at www.lennysnewsletter.com/subscribe

Today we have Tony Ulwick on the show. Tony is the pioneer of Jobs-to-be-Done Theory, the inventor of the Outcome-Driven Innovation® (ODI) process, and founder of strategy and innovation consulting firm, Strategyn. He has applied his ODI process at some of the world's leading companies and across nearly all industries to inform breakthrough innovations - achieving a success rate that is 5 times better than the industry average.Philip Kotler calls Tony "the Deming of Innovation" and credits him with bringing predictability to innovation. Published in Harvard Business Review and MIT Sloan Management Review, Tony is also the author of best sellers What Customers Want and Jobs-to-be-Done: Theory to Practice.He is eager to continue sharing insights that will inspire leaders of organizations, executive teams, and innovators to change the way the world innovates.Show notes:https://strategyn.com/https://www.linkedin.com/in/tonyulwick/https://www.youtube.com/user/strategynQualio website:https://www.qualio.com/ Previous episodes:https://www.qualio.com/from-lab-to-launch-podcast Apply to be on the show:https://forms.gle/uUH2YtCFxJHrVGeL8 Music by keldez

Today we are back with part two of my conversation with Tony Ulwick. By the end of today's episode, you will better be able to identify the real job to be done with the people you interact with. That will increase your influence tenfold, while significantly reducing the times that you put effort into creating a new product, or a new service for somebody else that ultimately isn't even valued. Learn more from Tony here: https://strategyn.com/tony-ulwick/ Join my weekly newsletter at GregMcKeown.com/1mw Learn more about my books and courses at GregMcKeown.com

Have you ever wondered why there are so many massive flops in business? How many products and services are launched and then almost immediately forgotten? How can companies spend millions and sometimes billions of dollars to produce something that customers ultimately say is not for them? Today I've invited Tony Ulwick, one of the fathers of the Jobs-to-be-Done theory, to help us understand this phenomenon. This is part one of a two part interview, so tune in for part two next week! Learn more from Tony here: https://strategyn.com/tony-ulwick/ Join my weekly newsletter at GregMcKeown.com/1mw Learn more about my books and courses at GregMcKeown.com

This is part three of a four part solo series on solving the right problem in the life of business and in the business of life. It matters because nothing is more irrelevant or even dangerous as solving the wrong problem. In today's episode, I'm going to go deeper in how to implement the Jobs to Be Done framework. By the end of today's episode, you will have a simple process that you can follow, care of Tony Ulwick, for how to turn innovation from an art to a science. This is part 3 of a 4-part series. Click here to listen to Part 1 of 4 Click here to listen to Part 2 of 4

This week we learned from the inventor of the Outcome-Driven-Innovation (ODI) process, Tony Ulwick. Tony developed this process and, in 1999, he described it to Clayton Christensen, author of The Innovator's Dilemma. Although Clayton loved it, he didn't like the idea of customers having a process, so he called it Jobs-To-Be-Done. Every customer has a job to be done, so what we can do is innovate around solutions to help them get that job done.  What's the job your customer is trying to get done? And how do you measure success? In this episode, Tony guides us through the process that innovators need to answer those questions, and he shares some interesting case studies of how he's helped different firms understand what jobs their customers were trying to get done, and how to identify their unmet needs.  A fascinating conversation with Tony.Download and listen to learn more. On today's podcast: The Jobs-To-Be-Done TheoryHow can you define a needThe cases of Bosch and ConagraHow your customers measure successUnderstanding the job that your customer is trying to get done Follow Tony Ulwick:WebsiteLinkedInJobs To Be Done - Book and Audiobook Book recommendations: What Customers Want Enjoyed the show? Leave a Review

Sarah welcomes Tony Ulwick, strategy expert, innovation thought leader, author of Jobs to be Done: Theory to Practice and What Customers Want, founder, and CEO at Strategyn, to share why he views innovation as a science.

Tony Ulwick is the CEO of Strategyn, a company that has been in business since 1991 doing strategy consulting for high-growth innovative hardware companies. He is the author of two books, and has had his articles published twice in the Harvard Business Review. He started out in the early days of his career as a design for manufacturing engineer at IBM. Today Tony is going to share some valuable knowledge for inventors, startups, and small manufacturers on how to create hardware products that people want, why people buy your consumer product, and how to validate your invention idea through additive manufacturing in the market. Today you will hear us talk about: How do you create products that people want. Figure out what your customer wants. What is the reason that someone is buying your hardware product. Define the market as a group of people that have a job that needs done via a hardware product. Define the needs of the customer to figure out what they need to complete the job. Desired outcome statements that your hardware product. Dimensions to design something better are faster, more predictably, or great result. You should learn this about your customer. You want to address the most unmet need. An outcome of a job that is highly underserved. This is the most efficient path to growth. What are the fewest number of features that we could have to hit the largest segment of customers. Features come in all over the place as a hardware startup, so you need to be very clear on what features you need. Start with the feature that you want, then figure it out with the customer. How important is the feature to the customer, and how satisfied are you with the current solutions. If you validate the opportunity, ensure that you design a great product offering to match that. Short-run manufacturing is very helpful to validate the idea, at a low cost, and learn from your customers on what will fit the market in scale. He talks about only one feature. If you can have someone improve by 15% or more, you will have an amazing product. What is that one need that is underserved in the market. EPISODE LINKS: Tony Ulwick Links: LinkedIn | Website The Product Startup Podcast Links: https://www.ProductStartup.com/ Instagram | LinkedIn | Facebook Page | Facebook Group | Pinterest | Twitter | YouTube Mako Design Links: https://www.makodesign.com/ YouTube | Instagram | LinkedIn | Facebook | Pinterest | Twitter Kevin Mako Links: Instagram | LinkedIn | Quora | Facebook | Twitter Partner: PTC's best-in-class software solutions Onshape: The only cloud-native product development platform that delivers full-featured computer-aided design (CAD), integrated product data management (PDM) and enterprise analytics in a single system, and Creo: 3D CAD solution that provides designers with the most innovative tools to build better products faster, such as generative design, additive manufacturing, real-time simulation, IIoT, and augmented reality. Producer: MAKO Design + Invent is the original firm providing world-class consumer product development services tailored to startups, small manufacturers, and inventors. Simply put, we are the leading one-stop-shop for developing your physical product from idea to store shelves, all in a high-quality, cost-effective, and timely manner. We operate as one powerhouse 30-person product design team spread across 4 offices to serve you (Austin, Miami, San Francisco, & Toronto). We have full-stack in-house industrial design, mechanical engineering, electrical engineering, patent referral, prototyping, and manufacturing services. To assist our startup and inventor clients, in addition to above, we help with business strategy, product strategy, marketing, and sales/distribution for all consumer product categories. Learn more about your ad choices. Visit megaphone.fm/adchoices

Tony is the pioneer of Jobs-to-be-Done Theory and the inventor of Outcome-Driven Innovation® (ODI), a powerful strategy and innovation process with a documented success rate that is 5-times the industry average. Tony has been granted 12 patents for his game-changing innovation practices, which result in products that help customers get a “job” done better. http://strategyn.com/ Philip Kotler, S. C. Johnson Distinguished Professor of International Marketing at the Kellogg School of Management, Northwestern University says, “I call Ulwick the Deming of Innovation because, more than anyone else, Tony has turned innovation into a science.” Tony began his career with IBM's PC division in 1981. Witnessing the failure of the PCjr, Tony was inspired to develop a better approach to innovation. Since founding the innovation consultancy Strategyn in 1991, he and his global team of ODI practitioners have led strategy engagements with over one-third of the Fortune 100, helping them generate billions of dollars in revenue growth. In 2002, Tony introduced Harvard Business Review readers to ODI in the article Turn Customer Input into Innovation. HBR recognized ODI as one of the best business ideas of the year, declaring it one of “the ideas that will profoundly affect business as we forge ahead in today's complex times.” Tony is the author of the original Jobs-to-be-Done book, What Customers Want, his recent release, JOBS TO BE DONE: Theory to Practice, and additional articles on ODI published in HBR and MIT Sloan Management Review. Through his involvement in hundreds of innovation initiatives, Tony has helped companies reinvent underperforming products, create new business models, and build and implement company-wide innovation programs. His work is cited in hundreds of publications. As an innovation thought leader, inventor, author and speaker, Tony Ulwick has changed the way academics and executives alike think about growth strategy and product innovation.

Why do so many innovation projects fail? What are the root causes of failure? How can they be avoided? Since 1990, Tony Ulwick has pioneered an innovation process that answers these questions. In 1999, Tony introduced Clayton Christensen to the idea that “people have underlying needs or processes in their lives, that they are addressing in some way right now”—an insight that was to become Jobs-to-be-Done Theory. For 25 years, Ulwick and his company, Strategyn, have helped over 400 companies, applying Jobs-to-be-Done Theory in practice with a success rate of 86%—a 5-fold improvement. “Ulwick has taken the guesswork out of innovation,” says the ‘father of modern marketing,' Philip Kotler, S. C. Johnson Distinguished Professor of International Marketing at the Kellogg School of Management, Northwestern University. “He has done this by introducing us to Jobs-to-be-Done theory, and converting it to practice using his rigorous innovation process known as Outcome-Driven Innovation. I call him the Deming of Innovation because, more than anyone else, Tony has turned innovation into a science,” adds Kotler. LEARN - Why companies fail at innovation and how to avoid critical mistakes. - How to employ the Jobs-to-be-Done Theory Needs Framework to categorize, define, capture, and prioritize customer needs. - A Jobs-to-be-Done Growth Strategy Matrix to categorize, understand, and employ the 5 strategies that drive growth. - Outcome-Based Segmentation: how does it create new opportunities? - The details of the innovation process known as Outcome-Driven Innovation. It ties customer-defined metrics to the customer's Job-to-be-Done, transforming every aspect of opportunity discovery, marketing and innovation. - The Language of Job-to-be-Done – the syntax and lexicon of innovation.

Doug and Tony spoke about Why innovative ideas fall short and what we can do to improve it. Companies that have the resources to support innovations are insufficient; in order to succeed and conserve time, energy, and corporate resources, they must have a clear plan and end goal. Why do innovations fall short? This episode serves as a timely reminder for everyone that the innovation process should get started with a concept or product idea that has already shown potential in the market. Learn more at https://strategyn.com (https://strategyn.com) Doug partners with business leaders to strategically optimize their contract costs and would like to offer you the Most Incredible Free Gift Ever just for saying 'Maybe.' Find all of Doug's content at https://terminalvalue.biz/ (https://terminalvalue.biz) Apple Podcasts: https://podcasts.apple.com/us/podcast/273-why-innovation-fails-and-how-we-can-fix-it-with/id1531925530?i=1000584940015 (https://podcasts.apple.com/us/podcast/273-why-innovation-fails-and-how-we-can-fix-it-with/id1531925530?i=1000584940015) Spotify: https://open.spotify.com/episode/4wEha818516rEVqkCDTunB (https://open.spotify.com/episode/4wEha818516rEVqkCDTunB) YouTube: https://youtu.be/xuS2Lx7ZSac (https://youtu.be/xuS2Lx7ZSac) Terminal Value: https://terminalvalue.biz/captivate-podcast/why-innovation-fails-and-how-we-can-fix-it-with-tony-ulwick/ (https://terminalvalue.biz/captivate-podcast/why-innovation-fails-and-how-we-can-fix-it-with-tony-ulwick/)

On today's episode of the Entrepreneur Evolution Podcast, we are joined by Tony Ulwick. Tony is the pioneer of Jobs-to-be-Done Theory, the inventor of the Outcome-Driven Innovation® (ODI) process, and founder of strategy and innovation consulting firm, Strategyn. He has applied his ODI process at some of the world's leading companies and across nearly all industries to inform breakthrough innovations - achieving a success rate that is 5 times better than the industry average. Philip Kotler calls Tony "the Deming of Innovation" and credits him with bringing predictability to innovation. Published in Harvard Business Review and MIT Sloan Management Review, Tony is also the author of best sellers What Customers Want and Jobs-to-be-Done: Theory to Practice. To learn more about Strategyn, visit https://strategyn.com/ We would love to hear from you, and it would be awesome if you left us a 5-star review. Your feedback means the world to us, and we will be sure to send you a special thank you for your kind words. Don't forget to hit “subscribe” to automatically be notified when guest interviews and Express Tips drop every Tuesday and Friday. Interested in joining our monthly entrepreneur membership? Email Annette directly at yourock@ievolveconsulting.com to learn more. Ready to invest in yourself? Book your free session with Annette HERE. Keep evolving, entrepreneur. We are SO proud of you! --- Support this podcast: https://anchor.fm/annette-walter/support

Intercom co-founder Des Traynor talks to Tony Ulwick, the inventor of outcome-driven innovation and a decades-long champion of jobs-to-be-done as a method for product design.Read a full transcript here: https://www.intercom.com/blog/podcasts/podcast-tony-ulwick-on-jobs-to-be-done/This episode was originally published on 12/10/15See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Today we're going to talk about creating a winning product roadmap to improve a company's innovation success rate. To help me discuss this topic, I'd like to welcome Tony Ulwick, Founder and CEO of Strategyn.

Today we're going to talk about creating a winning product roadmap to improve a company's innovation success rate. To help me discuss this topic, I'd like to welcome Tony Ulwick, Founder and CEO of Strategyn.   RESOURCES The Agile Brand podcast website: https://www.gregkihlstrom.com/theagilebrandpodcast   Sign up for The Agile Brand newsletter here: https://www.gregkihlstrom.com    Get the latest news and updates on LinkedIn here: https://www.linkedin.com/company/the-agile-brand/    For consulting on marketing technology, customer experience, and more visit GK5A: https://www.gk5a.com    The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://www.teksystems.com/versionnextnow

Join Murray Robinson and Shane Gibson in a conversation about Outcome-Driven Innovation with Tony Ulwick. Most products fail in the market because they don't meet customers' needs better than the alternatives. To succeed, we need to study the problem that customers are trying to solve, the process they use to solve it and the metrics they use to measure success. When we understand the job to be done and the outcomes to achieve, we can design a product that meets those outcomes significantly better than our competitors and be sure to win in the marketplace. Product Design, Innovation, Jobs to be done, Customer Research.   Listen to the podcast on your favourite podcast app: | Spotify | Apple Podcasts | Google Podcasts | iHeart Radio | PlayerFM | Amazon Music | Listen Notes | TuneIn | Audible | Podchaser |  Connect with Tony on LinkedIn or  https://medium.com/@Ulwick And get Tony's Jobs to be done Book for free at https://jobs-to-be-done-book.com/ Contact Murray via email or Shane in the Twitter-sphere  @shagility.   The No Nonsense Podcast is sponsored by: Simply Magical Data

Global Product Management Talk is pleased to bring you the next episode of... Product Mastery Now with host Chad McAllister, PhD. The podcast is all about helping people involved in innovation and managing products become more successful, grow their careers, and STANDOUT from their peers. About the Episode: Today we are talking about a popular and often misunderstood product management tool—Jobs to be Done (JTBD). Joining us is the originator of Jobs to be Done, Tony Ulwick. I first discovered Tony through his book What Customers Want: Using Outcome-Driven Innovation to Create Breakthrough Products and Services. It was published while I was working on my PhD in Innovation and resonated with my research on why products fail. It is the innovation book I have most often gifted to others. He is also the author of the more recent book Jobs to be Done: Theory to Practice. Both are valuable books to add to your library if you don't already have them. This discussion will examine misconceptions about JTBD and approaches for using it better. 

Misconceptions about Jobs to be Done – for product managers Today we are talking about a popular and often misunderstood product management tool—Jobs to be Done (JTBD). Joining us is the originator of Jobs to be Done, Tony Ulwick. I first discovered Tony through his book What Customers Want: Using Outcome-Driven Innovation to Create Breakthrough […]

Focusing on innovation that matters and successfully bringing new ideas to the market.

Innovation without the right outcomes is a recipe for failure for both the project and the business. This simple notion seems obvious, yet countless companies get it wrong from the start, never realizing the missed opportunities for winning products with sustainable value! As a result, mediocre products go out the door to customers every day. In the worst cases, medical device companies have invested 6 to 10 years in a product's development, only to find out that it was the wrong product!   So, how do we remedy this issue? Our recent guest, Tony Ulwick might just have the answer! Tony is the pioneer of Jobs-to-be-Done Theory, the inventor of the Outcome-Driven Innovation® (ODI) process, and the founder of strategy and innovation consulting firm Strategyn. Tony has applied his ODI process at some of the world's leading companies and across nearly all industries to inform breakthrough innovations—achieving a success rate that is 5 times better than the industry average. Philip Kotler calls Tony “the Deming of innovation” and credits him with bringing predictability to innovation. Published in Harvard Business Review and MIT Sloan Management Review, Tony is also the author of best sellers What Customers Want and JOBS TO BE DONE: Theory to Practice

The practice of innovation is mythicized in many organizations. Many consider it ephemeral, something artsy-type folks do in big conference rooms amid a storm of post-it notes. In reality, innovation is a process like any other, grounded in concrete, repeatable steps that just about anyone can learn, and ultimately perfect. So, if that's the case, why are so many marketers struggling to drive meaningful innovation within their organizations? Our guest today has a pretty good idea. Tony Ulwick, CEO, and founder of Strategyn, has developed a process he calls “Outcome-driven Innovation,” which starts with customer needs, and ends with solutions that move the needle for brands. Tony and I unpacked why innovation efforts so often go astray and discuss the steps marketers can take to truly master the practice.

What are your customers trying to achieve, and how can you help them get there? Simple questions, but creating a disciplined approach to uncovering and capturing the answers is a huge step forward for your business. --- Send in a voice message: https://anchor.fm/business-of-software/message

The practice of innovation is mythologized in many organizations. Many consider it ephemeral, something artsy-type folks do in big conference rooms amid a storm of post-it notes. In reality, innovation is a process like any other, grounded in concrete, repeatable steps that just about anyone can learn, and ultimately perfect. So, if that's the case, why are so many marketers struggling to drive meaningful innovation within their organizations? Our guest today has a pretty good idea. Tony Ulwick, CEO, and founder of Strategyn, has developed a process he calls “Outcome-driven Innovation,” which starts with customer needs, and ends with solutions that move the needle for brands. Tony and I unpacked why innovation efforts so often go astray and discuss the steps marketers can take to truly master the practice.

Tony Ulwick is the founder and CEO of Strategyn, a strategy, and investment consulting firm. As the inventor of the Outcome-Driven Innovation® (ODI) process, he has successfully implemented it at some of the world's most prominent organizations and across nearly all sectors.   Get a free download of Tony's best-selling book here and read his blog here. What you will learn Why you should start a business that you enjoy doing Innovation is not an “aha” moment but a process Why you need to discover the unmet needs of your customer to develop a winning product How to create a process of predictability for innovating products The two $1 billion failures at IBM that provided the insight and motivation for Tony to start his business Why Innovative products need to be at least 20% better to win the market and what that looks like The importance of processes and systems for long-term business success Why startups need a product innovation process to be successful at fundraising

On this episode, Tony Ulwick and I discuss his innovation process that's been used by companies around the world. Tony is the inventor of the Outcome-Driven Innovation® (ODI) process and founder of strategy and innovation consulting firm, Strategyn. He has applied his ODI process at some of the world's leading companies and across nearly all industries to create breakthrough innovations - achieving a success rate that is five times better than the industry average. Tony has been credited with bringing predictability to innovation. He has been published in the Harvard Business Review and the MIT Sloan Management Review. Tony is the author of two best sellers: What Customers Want and Jobs-to-be-Done: Theory to Practice. Tony is also an inventor with 12 patents granted on his inventions. “First discover unmet needs, then create solutions for those unmet needs.” – Tony Ulwick Today on the Tech Leader Talk podcast: - How companies can improve their innovation success rate - The Jobs-to-be-Done process - IBM's billion dollar mistake - How the ODI process is different from other innovation systems - Yes, you can bring predictability to innovation Resources:Free book: https://jobs-to-be-done-book.com/ Tony's blog: https://jobs-to-be-done.com/ Connect with Tony Ulwick:LinkedIn: https://www.linkedin.com/in/tonyulwick/ Website: https://strategyn.com/ Thanks for listening! Be sure to get your free copy of Steve's latest book, Cracking the Patent Code, and discover his proven system for identifying and protecting your most valuable inventions. Get the book at https://stevesponseller.com/book.

Aggelos Mouzakitis is a serial entrepreneur currently running his latest venture, Growth Sandwich, a Customer-led growth agency and product-growth lab helping B2B SaaS companies sell better, retain more, and avoid 6-figure GTM mistakes. His knowledge and expertise comes from 10+ years of consulting to global companies. During this interview we cover: 00:00 https://fddcourse.horizencapital.com/ (The Financial Due Diligence Framework Course) (CODE: SAASDISTRICT for $100 OFF) 01:02 - Intro 02:02 - What is Customer-Led Growth? 03:32 - Why B2B SaaS Customer Research is Important 06:19 - Making a Stellar Product 10:28 - The Value Gap, What is it & Why does it Happen?  12:25 - Setting Up Your Go-To-Market Strategy to Stand out 16:91 - Understanding Your Ideal Customer & Building for Them 24:30 - Adding is a Recipe for Disaster 27:45 - Avoiding  6-figures GTM mistakes 31:08 - Aggelos Background up Until Growth Sandwich 33:47 -  Where is Growth Sandwich in Terms of Size Today 35:39 - Advice Aggelos Would Tell His 25 Years Old Self 36:43 -  Challenges Aggelos Currently Facing in Order to Continue to Grow Growth Sandwich 38:31 - Best Questions to Ask for Customer Research 40:30 -  Instrumental Resources for Aggelos's  Success 42:14 - What does Success Mean to Aggelos 43:15 - Get in Touch With Aggelos Mentions: https://www.growthsandwich.com/ (Growth Sandwich) https://strategyn.com/jobs-to-be-done/jobs-to-be-done-theory/ (Jobs-to-be-Done Methodology) https://www.bain.com/contentassets/41326e0918834cd1a0102fdd0810535d/bb_closing_delivery_gap.pdf (The Value Gap) https://www.marketingjournal.org/the-path-to-growth-the-opportunity-algorithm-anthony-ulwick/ (The Opportunity Algorithm ) People: https://www.christenseninstitute.org/our-team/9066-2/ (Bob Moesta) https://www.linkedin.com/in/tonyulwick/ (Tony Ulwick) https://es.wikipedia.org/wiki/Robert_Cialdini (Robert Cialdini) Get In Touch With Aggelos: https://www.linkedin.com/in/aggelos-mouzakitis-25011218/?trk=public_profile_browsemap&originalSubdomain=uk (Aggelos Linkedin) Books:  https://jobs-to-be-done-book.com/ (Jobs To Be Done) https://strategyn.com/what-customers-want/ (What Customers Want) https://www.influenceatwork.com/ (Pre-Suasion) Tag us & follow: https://www.facebook.com/HorizenCapitalOfficial/ (Facebook)  https://www.linkedin.com/company/horizen-capital (LinkedIn)  https://www.instagram.com/saasdistrict/ (Instagram)  More about Akeel: Twitter - https://twitter.com/AkeelJabber (https://twitter.com/AkeelJabber) LinkedIn - https://linkedin.com/in/akeel-jabbar (https://linkedin.com/in/akeel-jabbar) More Podcast Sessions - https://horizencapital.com/saas-podcast (https://horizencapital.com/saas-podcast)

Today we are joined by the pioneer of the Jobs-to-be-Done (JTBD) theory, the inventor of the Outcome-Driven Innovation (ODI) process, and the founder of Strategyn, Tony Ulwick. When Tony was working as a manufacturing engineer for IBM in the 1980s, the company launched their PC Junior product. The colossal and expensive flop of this product led to Tony's interest in product planning and the goal of his career to develop an innovation process that would prevent or mitigate the risk of failure. As someone who has become a world-renowned expert on innovation, today he joins us to discuss some of the problems companies face in their innovation initiatives. We talk about the challenges of understanding the needs of customers in a b2b context, how different methodologies such as Jobs-to-be-Done, Agile, Lean, and Design Thinking fit into the product life cycle, and the need for a unified innovation language across your company. Listen in to find out what the three most important things are that a company needs to be in alignment on, as well as Tony's advice to anyone new to the Jobs-to-be-Done framework. This is an information-packed episode that no product leader should miss, so tune in today!   Links From Today's Episode: Anthony Ulwick Tony Ulwick on LinkedIn Tony Ulwick on Twitter  Jobs-to-be-Done Strategyn  IoT Product Strategy Template Daniel Elizalde Newsletter Daniel Elizalde

Jobs-to-be-Done is best defined as a perspective — a lens through which to observe markets, customers, needs, competitors, and customer segments differently, and by doing so, make innovation far more predictable and profitable. In its application to Learning & Development, it is an approach to truly understand the needs of both employees and L&D in order to develop products that make a predictable and demonstrable difference.   KEY TAKEAWAYS Many organizations waste a lot of time and resources on things that do not really add value. Having a granular understanding of who your customer is and what their needs are is essential for an L&D department. Invest time upfront in identifying the customer's actual needs. Focus on tangibles, things that can be properly quantified and measured. Focusing on the jobs that need to be done, improves understanding. It produces highly focused and tailored L&D products that solve actual problems rather than just perceived ones. Employees are business performers, not learners. Looking at them like this helps to ensure that training enables them to grow and perform better. In the podcast, Tony shares the 5-step outcome-driven innovation process that ensures you focus your energy in the right places. Be sure to involve the people who actually do the jobs. They are the ones that have an in-depth understanding of each process. Knowledge that their manager doesn't have. The Jobs-To-Be-Done approach can be applied anywhere. BEST MOMENTS 'Focus the entire organisation around a common understanding of needs, so that everyone´s pushing in the same direction to create customer value. ' 'What makes education so complicated is that there are multiple stakeholders in it for different reasons.' 'Once you know what the unmet needs are you can make the right decisions ' 'Innovations is a science, you don´t have to guess at this' VALUABLE RESOURCES The Learning And Development Podcast - https://podcasts.apple.com/gb/podcast/the-learning-development-podcast/id1466927523 EPISODE RESOURCES You can follow and connect with Tony via: LinkedIn: https://www.linkedin.com/in/tonyulwick/ Website: https://strategyn.com/tony-ulwick/ Twitter: @Ulwick Jobs To Be Done eBook: https://jobs-to-be-done-book.com/   ABOUT THE GUEST Tony Ulwick is the author of the original Jobs-to-be-Done book, What Customers Want, his recent release, JOBS TO BE DONE: Theory to Practice, and additional articles on ODI published in HBR and MIT Sloan Management Review. Through his involvement in hundreds of innovation initiatives, Tony has helped companies reinvent underperforming products, create new business models, and build and implement company-wide innovation programs. His work is cited in hundreds of publications.   ABOUT THE HOST David James David has been a People Development professional for more than 20 years, most notably as Director of Talent, Learning & OD for The Walt Disney Company across Europe, the Middle East & Africa. As well as being the Chief Learning Strategist at Looop, David is a prominent writer and speaker on topics around modern and digital L&D as well as an active member of the CIPD L&D Advisory Board. CONTACT METHOD Twitter:  https://twitter.com/davidinlearning/ LinkedIn: https://www.linkedin.com/in/davidjameslinkedin/ Website: https://www.looop.co/ See omnystudio.com/listener for privacy information.

Such a simple and fundamental question. What do customers want? How much time and energy do we spend on this most important of topics. Tony Ulwick has been thinking about that very thing for a long time, and written several books about it. In this episode Tony joins to show to talk a bit about how deretmining what those customers needs are is the key to so many things that make the Product Owners job of delivering value a bit easier. If you don't start with those needs, how difficult it is to find them out, and why your product may not be successful. Feedback: twitter - @deliveritcast email - deliveritcast@gmail.com Links: PO Coaching and Consulting - seek taiju Tony Ulwick - @Ulwick on twitter - Strategyn  "What Customers Want: Using Outcome-Driven Innovation to Create Breakthrough Products and Services" "Jobs to be Done: Theory to Practice" "The Outcome-Driven Innovation Process - Overview" Michelle Yick - "How to spot a product led company"  Maarten Dalmijn - "How to deal with an absolute unit of a Product Backlog?"

What is Voice of Customer? How can Voice of Customer be used to curate tailored content across your industry? Why is this important? These are a few of the many questions answered on today's show with industry expert, Dave Loomis. In this episode, Joe Sullivan of Gorilla 76 speaks with Dave Loomis, President of Loomis Marketing on episode 28 of The Manufacturing Executive podcast. Our dynamic conversation covered... How do you facilitate a voice of customer meeting? What are the benefits of a voice of customer meeting? Understanding the pain customers feel and ideal outcomes Want more resources and information? For more ways to serve others as an individual or business, Dave has written a book called Marketing Is Everything We Do. Dave also suggests checking out New Product Blueprinting by Dan Adams and Jobs to Be Done by Tony Ulwick. To hear more interviews like this one, subscribe to The Manufacturing Executive podcast on Apple Podcasts, Spotify, or wherever you listen to podcasts.

Tony Ulwick, author of What Customers Want and Jobs To Be Done — Theory to Practice and CEO of Strategyn explains Outcome-Driven Innovation.Jobs To Be Done — Theory to Practice: Free e-book / Free audiobookTony Ulwick on Medium 

Tony Ulwick, author of What Customers Want and Jobs To Be Done — Theory to Practice and CEO of Strategyn talks about how to understand what customers need. Jobs To Be Done — Theory to Practice: Free e-book / Free audiobook

How can businesses apply the Jobs to Be Done method to grasp and successfully fulfill customer needs? Our guest today is Jim Kalbach, author of The Jobs To Be Done Playbook and Head of Customer Experience at MURAL. You’ll learn about the human-centered approach to products and marketing, interview methods, job maps, and Jim’s definition of customer success.Podcast feed: subscribe to https://feeds.simplecast.com/4MvgQ73R in your favorite podcast app, and follow us on iTunes, Stitcher, or Google Play Music.Show NotesThe Jobs To Be Done Playbook — Jim’s book (Rosenfeld Media)MURAL — a leading online whiteboard for digital collaborationEpisode 56: Product Development Secrets with Claire SuellentropEpisode 30: Describing Customer Motivation (JTBD) with Eric WhiteMapping the Job-to-be-Done — an article by Tony Ulwick on job mapsContextual Design — a book by Karen Holtzblatt and Hugh BeyerInterviewing Users — a book by Steve PortigalMike Boysen — a famous Medium blog on JTBDFollow Jim on Twitter: @JimKalbachConnect with Jim on LinkedInGet 20% off Jim’s book on the Rosenfeld Media website with promo code UIBREAKFASTJTBD (valid till September 1, 2020)Today’s SponsorThis episode is brought to you by the new season of Wireframe — a podcast by Adobe about how UX can help technology fit into our lives. Hear from designers and design leaders who have built UX and UI experiences for major companies, and learn how design impacts your everyday life. Check out the show here, or just search for “Wireframe” in your favorite podcast app.Interested in sponsoring an episode? Learn more here.Leave a ReviewReviews are hugely important because they help new people discover this podcast. If you enjoyed listening to this episode, please leave a review on iTunes. Here’s how.

Je reçois Lucie (https://www.linkedin.com/in/lucie-buisson-3195b272/), Chief Product Officer chez Contentsquare (https://contentsquare.com/), une plateforme d'analyse de l'expérience client sur le web et les applications mobiles. Dans cet épisode, Lucie me raconte comment elle a rejoint l'entreprise suite à un concours de circonstances pour finalement être à la tête de l'organisation produit. Tu apprendras également… Comment t'équiper sur le plan Leadership ? Comment créer ta chance pour accéder aux postes "Product" ? Comment trouver ton style de leadership et le cultiver ? La valeur et la puissance de certaines rencontres. Comment scaler l'équipe produit ? Pourquoi adopter une approche outcome-driven ? Comment tuer la roadmap ? On clôt cet épisode en parlant de la récente levée de fonds de Contentsquare à hauteur de $190m et de ce que cela va leur permettre de mettre en place au niveau produit. Ressources supplémentaires : How to choose the right Product Management Leadership styles? (https://medium.com/@romanpichler/how-to-choose-the-right-product-managment-leadership-styles-18bf0e039b0) Pour en savoir plus sur les squads autonomes, c'est par ici! (https://medium.com/pm101/spotify-squad-framework-part-i-8f74bcfcd761#:~:text=It's%20a%20small%20cross%2Dfunctional,the%20key%20driver%20is%20autonomy.) Si tu veux mieux comprendre Outcome Driven Innovation, Tony Ulwick en parle ici. (https://jobs-to-be-done.com/outcome-driven-innovation-odi-is-jobs-to-be-done-theory-in-practice-2944c6ebc40e) Si tu veux comprendre comment t'équiper pour que ta boîte ou ton équipe ne deviennent pas une "feature factory", cette vidéo de Melissa Perri qui parle de "Escape The Build Trap" peut t'aider. (https://www.youtube.com/watch?v=DmJXpI7OJuY) Pour avoir accès aux apprentissages des prochains épisodes, aux conseils des invités et au deep-dive comprenant les ressources supplémentaires, abonne-toi a la newsletter Product Squad (http://eepurl.com/g3stR5). Si tu aimes ce podcast, abonne-toi et laisse moi une note sur Apple podcast ou ta plateforme d'écoute préférée. Cela aide d'autres auditeurs à trouver ce podcast et m'aide également à avancer dans ce projet.

Today’s guests are Tony Ulwick and Danny Small from the strategy and consulting firm Strategyn. Tony Ulwick is the pioneer of the Jobs-To-Be-Done theory, the inventor of the Outcome-Driven Innovation process, and the founder of Strategyn. Tony is also the author of best-sellers What Customers Want and JOBS TO BE DONE: Theory To Practice. Danny Small is an experienced executive with over 20 years of background driving growth through innovation, strategy, and business development. Danny has a deep passion for helping his clients turn innovation into science and create explosive growth. His work has resulted in millions of dollars in new product and service development, market share gains, and profitable revenue increases for his clients. In this episode, Tony and Danny share their thoughts on how to innovate with more efficiency, as well as the challenges that face the building materials and construction industry in regards to innovation. Listen to this episode of Specified Growth Podcast to find out how you can take the first step towards better innovation! Please reach out if you have any feedback or questions. Enjoy!  tatsuya.n@castagra.com Twitter @TatsuyaNakagawa Instagram @tats_n LinkedIn Tatsuya Nakagawa YouTube Tats

Global Product Management Talk is pleased to bring you the next episode of... The Everyday Innovator with host Chad McAllister, PhD. The podcast is all about helping people involved in innovation and managing products become more successful, grow their careers, and STANDOUT from their peers. About the Episode: During the month of July, 2019, I’m sharing some of the most favorite and valuable discussions from the first 100 interviews. If you haven’t come across this one yet, it will make you a better communicator! It was originally episode 055. --- In this episode, I’m talking with the creator of an entire category of product innovation – one that significantly changed how I think about the process of innovation. Clayton Christensen said his approaches “bring discipline and predictability to the often random process of innovation.” The category of innovation is known as ODI, Outcome-Driven Innovation, now associated with Jobs-to-be-Done, and it was created by Tony Ulwick. When ODI was published in the Harvard Business Review, they declared it one of “the ideas that will profoundly affect business as we forge ahead in today’s complex times.” Tony also authored the best-selling book What Customers Want, explaining how the jobs-to-be-done framework is transformed into practice with ODI.

Jobs-to-be-Done is what Outcome-Driven Innovation is all about. During the month of July, 2019, I'm sharing some of the most favorite and valuable discussions from the first 100 interviews. If you haven't come across this one yet, it will make you a better communicator! It was originally episode 055. — In this episode, I'm talking […]

Jobs-to-be-Done is what Outcome-Driven Innovation is all about. During the month of July, 2019, I’m sharing some of the most favorite and valuable discussions from the first 100 interviews. If you haven’t come across this one yet, it will make you a better communicator! It was originally episode 055. — In this episode, I’m talking […]

Jobs to be done is a tool that comes up regularly in UX circles. But exactly what is it? We talk to Tony Ulwick, author of Jobs to be Done: Theory to practice. The framework helps to break down the job that customers want to get done into discrete steps, then help develop ways to... The post #187 Jobs to be done with Tony Ulwick appeared first on UX Podcast.

In this episode we spoke to Tony Ulwick, Founder and CEO of consulting firm Strategyn, and pioneer in Jobs to be Done Theory and the inventor of outcome-driven innovation. He also holds six patents related to the processes around outcome-driven innovation and has helped clients generate billions of dollars in revenue growth using his methods. Ulwick joined Helping Sells Radio to share how to build new products and services that win in the marketplace by helping customers get a job done better.  Get on the email list at helpingsells.substack.com

Episode 24 – Using the “Jobs to be Done” Model to Create Innovative Products:   As product people, we all want to create that unique product that solves a customer’s problem better than anything available.  This episode features a conversation with renowned author Tony Ulwick where Steven and Tony talk about how you can apply the ‘jobs to be done’ model of outcome innovation to your product. Hosted by Steven Haines of Sequent Learning Networks

Host Dave Robertson sits down with Terrence Curtin, the CEO of TE Connectivity, to discuss innovation within an existing company and how to cultivate creativity among employees. Innovation Thought Leader Tony Ulwick will also stop by to give an update on the what he says are the next big things that are coming to market.

He is Tony Ulwick, Founder and CEO of Strategy. Tony is the pioneer of jobs-to-be-done theory and the inventor of Outcome-Driven Innovation® (ODI), a powerful innovation process with a documented success rate that is 5-times the industry average. Tony has been granted 12 patents for his game-changing innovation practices, which result in products that help customers get a “job” done better. This is what Philip Kotler, the marketing guru says about Tony, “I call Ulwick the Deming of Innovation because, more than anyone else, Tony has turned innovation into a science.” Another Harvard Prof and Management Guru Clayton Christenson, in his popular book, Innovator’s Solution cites Tony Ulwick as the originator of Jobs to be done. Tony has contributed many times to HBR and MIT Sloan Management Review.

In this episode of the Idea to Value podcast, we speak with Tony Ulwick, CEO of Strategyn and the person who introduced the world to the Jobs to be Done theory of innovation. https://www.ideatovalue.com/podc/nickskillicorn/2017/07/podcast-016-tony-ulwick-origin-jobs-done-innovation-theory/  Topics covered in this episode: * His initial experience of failure at IBM with the PC Junior and how it triggered the search for the process to find out what people wanted (01:00) * What causes a disconnect between what companies expect people want, and how the market actually reacts (05:00) * What is a customer need and how to define it (05:30) * How Tony introduced Outcome-Driven Innovation to Professor Clayton Christensen, and how this became the Jobs to be done theory (07:00) * What exactly is Jobs to be done theory? (09:00) * Most innovations struggle because they only get part of a job done, not the entire job (10:30) * How Jobs to be done can be used to both discover new markets, or improve offerings in an existing market (12:00) * How even though in an overall average market there might not appear to be any needs, if you segment the market you might find pockets of people with specific needs (who are more underserved than anyone else) which would also benefit other users (14:00) * Why ideal avatars don't actually exist in reality (17:00) * How to use metrics and analysis to determine if there is a large enough market for these unmet needs (18:30)   Links mentioned in this episode: * Strategyn Homepage: https://strategyn.com/ * Jobs to be done book: http://amzn.to/2uOmoAb  * What customers want book: http://amzn.to/2tVtJ4C  Bonus: This episode was made possible by our premium members and the Deep Creativity training system. Sign up now to get exclusive creativity exercises every single day and take your ability to generate ideas to the next level. Use coupon code PODCAST for 25% off your first month. Find out more at https://www.ideatovalue.com/deepcreativity/  https://www.ideatovalue.com/  * Subscribe on iTunes to the Idea to Value Podcast: https://itunes.apple.com/gb/podcast/idea-to-value-creativity-innovation/id1199964981?mt=2  * Subscribe on Stitcher to the Idea to Value Podcast: http://www.stitcher.com/s?fid=129437&refid=stpr 

Tony Ulwick, is one of the pioneers who brought us the jobs-to-be-done approach to product innovation. Tony’s breakthrough idea was to uncover and leverage latent customer needs - something he calls outcome-driven innovation. In his new book, "Jobs to be Done,” Tony shares his deep experience helping traditional companies disrupt themselves and innovate successfully. Listen in and soak up the wisdom Tony’s gained working at the forefront of innovation for over two decades.

Global Product Management Talk is pleased to bring you the next episode of... The Everyday Innovator with host Chad McAllister, PhD. The podcast is all about helping people involved in innovation and managing products become more successful, grow their careers, and STANDOUT from their peers. About the Episode: I have a returning guest, Tony Ulwick, who is sharing 6 tools from his new book, Jobs to Be Done: Theory to Practice. Tony is well known for the creation of Outcome Driven Innovation and as the founder of Strategyn. When ODI was published in the Harvard Business Review, they declared it one of “the ideas that will profoundly affect business as we forge ahead in today’s complex times.” From the discussion, product managers and innovators will know how to apply Jobs to Be Done by applying 6 steps: Define the customer’s “job-to-be-done”Uncover the customer’s needsQuantify the degree to which each outcome is underservedDiscover hidden segments of opportunityAlign existing products with market opportunitiesConceptualize new products to address unmet needs

Listen to the Interview I have a returning guest, Tony Ulwick, who is sharing 6 tools from his new book, Jobs to Be Done: Theory to Practice. Tony is well known for the creation of Outcome Driven Innovation and as the founder of Strategyn. When ODI was published in the Harvard Business Review, they declared […]

Listen to the Interview I have a returning guest, Tony Ulwick, who is sharing 6 tools from his new book, Jobs to Be Done: Theory to Practice. Tony is well known for the creation of Outcome Driven Innovation and as the founder of Strategyn. When ODI was published in the Harvard Business Review, they declared […]

Global Product Management Talk is pleased to bring you episode 045 of... The Everyday Innovator with host Chad McAllister, PhD. The podcast is all about helping people involved in innovation and managing products become more successful, grow their careers, and STANDOUT from their peers. About Our Guest: In this episode I’m talking with the creator of an entire category of product innovation – one that significantly changed how I think about the process of innovation. Clayton Christensen said his approaches “bring discipline and predictability to the often random process of innovation.” The category of innovation is known as ODI, Outcome-Driven Innovation, and it was created by Tony Ulwick. When ODI was published in the Harvard Business Review, they declared it one of “the ideas that will profoundly affect business as we forge ahead in today’s complex times.” Tony also authored the best-selling book What Customers Want, explaining how the jobs-to-be-done framework is transformed into practice with ODI. At IBM, Tony worked on the PC Junior as a manufacturing engineer. The team was very excited to launch the product but within a day the Wall Street Journal declared it a flop! It turned out that they were right and the cost to IBM in a failed product was over $1B. This got Tony thinking about the metrics to determine what makes a good product – a product that customers want. This was the start to Outcome Driven Innovation, which has matured over the last three decades.

Intercom co-founder Des Traynor talks to Tony Ulwick, the inventor of outcome-driven innovation and a decades-long champion of jobs-to-be-done as a method for product design.

In this episode I’m talking with the creator of an entire category of product innovation – one that significantly changed how I think about the process of innovation. Clayton Christensen said his approaches “bring discipline and predictability to the often random process of innovation.” The category of innovation is known as ODI, Outcome-Driven Innovation, and […]

In this episode I'm talking with the creator of an entire category of product innovation – one that significantly changed how I think about the process of innovation. Clayton Christensen said his approaches “bring discipline and predictability to the often random process of innovation.” The category of innovation is known as ODI, Outcome-Driven Innovation, and […]

Host Dave Robertson first speaks with Jonathan Gosling, Professor Emeritus of Leadership Studies at the University of Exeter in London, who describes how multinational companies have transformed their strategies in order to successfully innovate in China and beyond. This includes the adoption of sustainable/responsible business practices. In the second half of the show, Dave's guest is Tony Ulwick, the Founder and CEO of Strategy, who talks about his Jobs-to-be-Done theory of what data needs to be collected about your customers. Find out how to become a customer-centric organization, developing your ideas around the needs of your consumers.