Six of these successes are described in detail in a book. Tony ulwick has done significant work developing an approach to quantify and pinpoint underserved needs. Microsoft powerpoint 000 outcome driven innovation 2012. Apr 09, 2016 learn how to use outcome driven innovation to create breakthrough products and services that your customers will want to buy. Outcome driven innovation in transformation rob llewellyn. Using outcome driven innovation to create breakthrough products and services. Sep 02, 2019 strategyns outcomedriveninnovation odi process. A worldrenowned innovation guru explains practices that result. Outcomedriven change odc innovation, change and digital. It links a companys value creation activities to customerdefined metricsa truly revolutionary concept in the field.
And despite the fact that most practitioners clearly advocate for their favored methods and tools, all. For years, companies have accepted the underlying principles that define the customerdriven paradigmthat is, using customer requirements to guide growth and innovation. This is difficult to do if there is no agreement on what a need is, what the needs are and which needs are unmet. On both counts, doug explained that outcome driven innovation reduces the risk of product innovation and increases the probability of success. This books introduces the process of outcome driven innovation. Outcomedriven innovation was to become jobs to be done theory, a concept introduced to clayton christensen by ulwick in the late 90s. In 2005, ulwick explained his theory in the book what customers want. Outcomedriven innovation odi is an innovation market research and strategy process that ties customerdefined metrics to the jobtobedone, making innovation measurable and predictable.
Jan 14, 2010 i just completed reading the book what customers want using outcomedriven innovation to create breakthrough products and services by anthony ulwich, ceo of strategyn, inc. It does this by linking a companys value creation activities to customerdefined metrics. Outcome driven innovation doug blue, seek leading the product. Using outcomedriven innovation to create breakthrough products and services. Latest stories and news about outcome driven innovation medium.
Innovation process outcomedriven innovation strategyn. Outcome driven innovation odi overview by tony ulwick. Outcome outcomedriven innovation odi 4 cordis is one of hundreds of successes that companies have achieved in the years since using this innovation process, which strategyn calls outcomedriven innovation odi. An exact understanding of the actual customer needs on the basis of the job of the customer is the heart of the procedure and the starting point for all decisions in the innovation process. The process employs qualitative, quantitative, and market segmentation methods that reveal hidden opportunities for growth. Every day, thousands of voices read, write, and share important stories on medium about outcome driven innovation.
Using outcomedriven innovation to create breakthrough products and services book online at best prices in india on. Toolbox for growth and innovation the outcomedriven. Clayton christensen, author of the innovators solution we are institutionalizing across the entire company desired outcomes as the essential form of customer input we collect in research, and weve seen the powerful results its had in our product development. Jun 22, 2017 outcomedriven innovation fixes this problem. From the back cover ulwicks outcome driven programs bring discipline and predictability to the often random process of innovation. Tony ulwick, the pioneer of jobs theory and odi, presents an overview of the outcomedriven innovation process.
With the same profound insight, simplicity, and uncommon sense that propelled the innovators solution to worldwide acclaim, this paradigmchanging book details an eightstep approach that uses outcome driven thinking to dramatically improve every aspect of the innovation processfrom segmenting markets and identifying opportunities to. Just asking the customer whatever the questions are is not enough. A critique of outcomedriven innovation ams insights. For years, companies have accepted the underlying principles that define the customer driven paradigmthat is, using customer requirements to guide growth and innovation. Our discoveries over the past 21 years have led to a very different and a very effective way for companies to innovate and grow. Outcome driven innovation is an innovation process built around the theory that people buy products and services to get jobs done. Learn how to use outcomedriven innovation to create breakthrough products and services that your customers will want to buy. The big idea of this book is that the voice of the customer is a bad basis for customercentric innovation. The outcome of outcome driven innovation is an 86 percent success.
Using outcomedriven innovation to create breakthrough products and services anthony ulwick on. The mechanics of outcomedriven innovation at solaria labs. Anyway, the outcomedriven process helps a group to develop a plan for innovation in a simple and effective manner. Jan 01, 2005 the latter half of the book which is about outcome driven innovation is based on obtaining customer preferences via surveys and a prioritization methodology. This part of the book unfortunately seems to be a rehash of dated approaches to mixed about this book. Theres better writing on that here than i could offer. Get a full 12minute book brief in your inbox every single weekday by. In this book, ulwick introduces an outcome driven innovation process, which he presents as new and productive. What customers want outcomedriven innovation openview. Jobstobedone books ulwick outcomedriven innovation. Using outcome driven innovation to create breakthrough products and services ebook, remember to access the link listed below and download the file or gain access to additional information which might be highly relevant to what customers want.
Anyone in the field of innovation knows that, for every rule, there are a dozen exceptions. Outcomedriven innovation offered a whole new perspective on market definition, strategy building and innovation. The book introduced the theory of disruptive innovation. Read the latest writing about outcome driven innovation. A stepbystep guide to using outcome driven innovation odi. The book has a refreshing point of view on customer involvement and distribution of work between customers and experts. From the customers perspective, it is the job that is the stable, longterm focal point around which value creation should be centered because the jobs perfect execution reflects the customers true definition of value. What customers want book by ulwick innovation garden. Edizon innovation uncover what your customers really want.
But outcomedriven innovation solves these problems as. A worldrenowned innovation guru explains practices that result in breakthrough innovations ulwicks outcome driven programs bring discipline and predictability to the often random process of innovation. They believe that if you know how the customer measures value. Ulwick, 9780071408677, available at book depository with free delivery worldwide. This article is a summary of key parts of the book what customers want by anthony ulwick.
Six of these successes are described in detail in my latest book, jobs to be. Outcomedriven innovation odi is a strategy and innovation process that. It is an innovation process called outcome driven innovation. Using outcome driven innovation to create breakthrough products and services ebook. Sep 01, 2005 ulwicks outcome driven programs bring discipline and predictability to the often random process of innovation. Nov 27, 2012 the author challenges traditional ways of gathering information for innovation in products and services. Download it once and read it on your kindle device, pc, phones or tablets. He explains disruptive innovation and 4 other growth strategies through a jobs lens and introduces new ideas, tutorials and templates that can be used to achieve predictable growth. Jun 05, 2016 1 understand the outcome driven innovation method.
Get the first and the best jobstobedone books both authored by tony ulwick, who philip kotler calls the deming of innovation. Read the book what customers want and the various strategyn whitepapers. Using, this process, strategyn has helped over a third of. Anthony w ulwick in a book that challenges everything you have learned about being customer driven, innovation leader anthony ulwick reveals the secret weapon behind some of the most successful companies of recent.
In his latest jobstobedone book, tony ulwick takes jobs theory and the outcome driven innovation process to the next level. May 28, 2017 outcome driven innovation is a strategy and innovation process built around the idea that people buy products and services to get jobs done. They did this by focusing on candidates and then recruiters hirers. Innovation project managers should approach any innovation challenge with an eye toward implementing ideas and creating positive impact to the business. This research lead me to the work of anthony ulwick, his framework outcomedriven innovation, and his book what customers want. A critique of outcomedriven innovation by gerry katz, executive vice president, applied marketing science, inc. The theory is presented in an amazing way with very good examples that accompany the reader through out the book applying the concepts introduced in addition to tips, tricks and advice on what to avoid in certain situations.
According to ulwick, odi is the culmination of 20 years of studying innovation methodology. An introduction to outcomedriven innovation customerthink. Outcomedriven innovation outcomes vs problems aktiasolutions. Ulwicks outcomedriven programs bring discipline and predictability to the often random process of innovation.
Feb 08, 2017 i read harvard business school professor clayton christensens book the innovators dilemma back in 1998 and was captivated. This article is not about the theory and highlevel practice of outcomedriven innovation odi. Sep 15, 2016 strategyn founder tony ulwick presents outcome driven innovation at the business of software event in boston 2014. At seek, the challenge was to decipher the higher needs of the customers who were using the platform. Use features like bookmarks, note taking and highlighting while reading what customers want. A much more productive basis for innovation is outcome driven. In a book that challenges everything you have learned about being customer driven, internationally acclaimed innovation leader anthony ulwick.
The innovators dilemma is solved with outcomedriven innovation. According to the strategyn website, odi starts with a deep understanding of the job the customer is trying to get done and the metrics they use to evaluate competing for product and service offerings. Outcomedriven innovation odi is a strategy and innovation process that ties customerdefined metrics to the jobtobedone, making innovation measurable and predictable. Using outcome driven innovation to create breakthrough products and services kindle edition by ulwick, anthony. The ideas presented by innovation expert tony ulwick in what customers want change all that.
To ascertain value from the process, the program must be considered an endtoend venture moving from 1 ideation and collaboration to 2 evaluation and exploration with 3 implementation. Apr 30, 2019 outcome driven innovation is a methodology developed by anthony ulwick as an evolution of the jobstobedone approach from clayton christensen. Download for offline reading, highlight, bookmark or take notes while you read what customers want. Introduction to outcome driven innovation being customer driven has become the mantra of the corporate world.
Ulwick odi is a strategy and innovation process built around the theory that people buy products and services to get jobs done. This is a great read for those faced with the innovators dilemma of building products or services that satisfy customer needs or requirements. Not sure is if this approach would lead to breakthrough ideas. Innovation to create breakthrough products and services to download what customers want. This proprietary process was developed by strategyn ceo and founder tony ulwick in 1991 and has been tested and refined through its use in hundreds of new product and service innovation initiatives in fortune companies. Apr 09, 2018 in the change planning toolkit v7 paying subscribers will find 11.