This is a compilation of the entire interview with Tony Ulwick. Tony has turned jobs-to-be-done theory into the world’s most powerful innovation process: Outcome-Driven Innovation (ODI). This patented innovation process is the cornerstone of their success. He has evolved the innovation process from an art to a science. first introducing his work inWhat Customers Want: Using Outcome-Driven Innovation to Create Breakthrough Products and Services, and now taking it to another level in his new book, Jobs to be Done: Theory to Practice.

 

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