Jobs to be Done: Theory to Practice
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1992
Ulwick uses his new process to help Cordis Corporation create a new line of angioplasty balloons. This is the first application of Ulwick’s innovation process.
1994
As a result of Ulwick’s work, Cordis Corporation released 19 new products, all of which became number one or two in the market. Cordis’s market share increased from 1% to over 20%. Ulwick validated that his innovation process works.
1996
Ulwick filed the first of twelve patents to be granted on his innovation process. The patents describe a method by which new product concepts are constructed and evaluated around the metrics customers use to measure success when executing a task or a process.
1997
Ulwick applies his Outcome-Based Segmentation method to Motorola’s radio market. Segmenting the market around unmet outcomes leads to the creation of the TalkAbout radio and a new professional radio that accelerated the division’s growth from 0% to 18%.
1999
Ulwick changes his company name to Strategyn and the name of his process to Outcome-Driven Innovation (ODI).
1999
Ulwick introduces his ODI process to Harvard Business School professor Clayton Christensen in a series of meetings in Cambridge where he explains the benefits of focusing on the underlying process, not the product or customer.
2000
Ulwick completes his 50th engagement using the Outcome-Driven Innovation process.
2002
Harvard Business Review publishes “Turn Customer Input Into Innovation”. Authored by Tony Ulwick, the article introduced the ODI process and used the Cordis example to illustrate its effectiveness.
2002
Harvard Business Review recognizes Strategyn’s thinking 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.”
2003
In his book The Innovator’s Solution, Clayton Christensen introduced the notion that “people buy products and services to get a job done”. This book popularized what has become known as “Jobs-to-be-Done” theory. Professor Christensen graciously cites Strategyn and Ulwick as originators of these practices and their work in job and outcome-based thinking, market segmentation, and the ODI process.
2004
Strategyn publishes 3 landmark case studies that demonstrate how ODI was used to successfully drive growth at Kroll Ontrack, Microsoft, and Bosch.
2005
Tony Ulwick introduces What Customers Want, a best-selling business book published by McGraw Hill that explains how Outcome-Driven Innovation transforms Jobs-to-be-Done theory into practice.
2005
Harvard Business Review publishes “Marketing Malpractice: The Cause and the Cure.” Authored by Clayton Christensen, the article explained how a jobs focus can help a company in growing a product category.
2006
Ulwick completes his 150th engagement using the Outcome-Driven Innovation process.
2007
Strategyn releases additional case studies demonstrating the effectiveness of ODI.
2008
Harvard Business Review publishes “The Customer-Centered Innovation Map”. Authored by Tony Ulwick and Lance Bettencourt, the article introduced the “job map”; a framework that helps to deconstruct and understand the Job-to-be-Done.
2008
MIT Sloan Management Review publishes “Giving Customers A Fair Hearing”. Authored by Tony Ulwick, the article explained how Jobs-to-be-Done theory provides a framework around which to define, structure, gather and organize customer needs.
2010
An independent track record study reveals that the use of the Outcome-Driven Innovation process results in an 86% success rate, which is five times the industry average.
2010
Johnson & Johnson’s Ethicon Endo Surgery uses ODI to inform the creation of the harmonic blade. The product wins the prestigious Edison Gold Award for innovation.
2013
Ulwick completes his 250th engagement using the Outcome-Driven Innovation process.
2015
Ulwick is granted his twelve patent on the innovation process.
2016
Clayton Christensen writes “Competing Against Luck”, a book that details how Jobs-to-be-Done theory transforms innovation from a game of chance to a more predictable process.
2016
Tony Ulwick writes “Jobs-to-be-Done, Theory to Practice”, a book that explains how companies can dramatically improve their innovation success rates by adopting jobs-to-be-done theory and ODI.
2016
Strategyn celebrates 25 years as a leading strategy and innovation consulting firm.
ONLINE LEARNING RESOURCES
www.strategyn.com
www.anthonyulwick.com
www.JTBDinstitute.org
VIDEOS AND WEBINARS
www.youtube.com/strategyn
BOOKS AND ARTICLES
What Customers Want: Using Outcome-Driven Innovation to Create Breakthrough Products and Services
by Anthony Ulwick
McGraw-Hill (2005)
Turn Customer Input Into Innovation
by Anthony Ulwick
Harvard Business Review — January 2002
Prescription for Health Care Cost Reform
by Anthony Ulwick, Clayton Christensen, Jerome Grossman
Harvard Business Review — March 2003
Do You Really Know What Your Customers Are Trying to Get Done?
by Anthony Ulwick
Harvard Business Review — March 2003
Lost in Translation
by Anthony Ulwick
Harvard Business Review — May 2004
Giving Customers A Fair Hearing
by Anthony Ulwick and Lance Bettencourt
MIT Sloan Management Review — April 2008
The Customer-Centered Innovation Map
by Lance Bettencourt and Anthony Ulwick
Harvard Business Review — May 2008
TONY ULWICK
>> CONTENTS
ABOUT
Tony Ulwick 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. He is the author of What Customers Want (McGraw-Hill) and numerous articles in Harvard Business Review and Sloan Management Review.
CONTACT
tony@strategyn.com
www.strategyn.com
www.anthonyulwick.com
SPECIAL THANKS
A special thanks goes to Perrin Hamilton for his contributions in creating the Jobs-to-be-Done Growth Strategy Matrix and writing Chapter 3, and also to Christian Sarkar who has been amazing through each step of the publishing process. I’d also like to thank my entire team at Strategyn for their support and commitment to advancing the process of innovation. Lastly, I want to thank my wife Lindsay for making my life perfect.