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