Episode 30: Jobs-to-be-done with Tony Ulwick

Today, we welcome our special guest, Tony Ulwick. If you’ve worked in, read about, or even heard of JTBD, then you know his name. Tony is the creator of Outcome-Driven Innovation, known as ODI. ODI takes this theory, this philosophy of JTBD and presents it as a repeatable process. 

Tony is well published with his key work from 2005  “What Customers Want" or his HBR articles “Turn Customer Input into Innovation” and “The Customer-Centered Innovation Map” which have become classic reads of our field.