Join us in a transformative discussion with Tony Ulwick, who shares his expert insights on mastering innovation in the AI-driven world. Discover the importance of focusing on what customers truly need and how this can set your product apart. Explore the critical mindset shift from product features to job satisfaction, which could be the key to your next breakthrough. This episode is a treasure trove for anyone passionate about making a mark with innovation.
Guest: Tony Ulwick
Tony is the pioneer of Jobs-to-be-Done Theory and the inventor of Outcome-Driven Innovation® (ODI), a powerful strategy and innovation process with a documented success rate that is 5-times the industry average. Tony has been granted 12 patents for his game-changing innovation practices, which result in products that help customers get a “job” done better.
Philip Kotler, S. C. Johnson Distinguished Professor of International Marketing at the Kellogg School of Management, Northwestern University says, “I call Ulwick the Deming of Innovation because, more than anyone else, Tony has turned innovation into a science.”
The late Harvard Business School professor Clayton Christensen said, “Ulwick’s outcome-driven programs bring discipline and predictability to the often random process of innovation.”
Tony began his career with IBM’s PC division in 1981. Witnessing the failure of the PCjr, Tony was inspired to develop a better approach to innovation. Since founding the innovation consultancy Strategyn in 1991, he and his global team of ODI practitioners have led strategy engagements with over one-third of the Fortune 100, helping them generate billions of dollars in revenue growth.
In 2002, Tony introduced Harvard Business Review readers to ODI in the article Turn Customer Input into Innovation. HBR recognized ODI 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.”
Tony is the author of the original Jobs-to-be-Done book, What Customers Want, his recent release, JOBS TO BE DONE: Theory to Practice, and additional articles on ODI published in HBR and MIT Sloan Management Review. Through his involvement in hundreds of innovation initiatives, Tony has helped companies reinvent underperforming products, create new business models, and build and implement company-wide innovation programs. His work is cited in hundreds of publications.
As an innovation thought leader, inventor, author and speaker, Tony Ulwick has changed the way academics and executives alike think about strategy and innovation.
Host: Lukas N. P. Egger
Head of the Innovation Office & Strategic Projects team at SAP Signavio
Lukas leads a team of experts, steering innovation projects. His approach blends a strong technical understanding with a keen eye for product discovery and digital transformation. Lukas regularly contributes to discussions and panels, sharing his perspectives on AI, the digital zeitgeist, and philosophy. Lukas funded multiple startups, published a humorous philosophy book, and received silver screen quotation for special effects work for an animated movie.
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The post Episode 25: Jobs-To-Be-Done in the Age of AI: What Stays, What Adapts? first appeared on Process Transformers.
