Why do most products fail? Tony Ulwick, CEO of Strategyn and pioneer of Jobs-to-be-Done theory, shares how his experience with IBM's billion-dollar PC Junior flop sparked a 30-year obsession with innovation. Discover Outcome-Driven Innovation (ODI), a proven framework that helps companies create winning products by focusing on the metrics customers actually use to measure success—not features, not guesses, but real customer needs.

Tony Bio:Tcony 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 cJOBS TO BE DONE: Theory to Practice. 

Connect with him at strategyn.com or at https://www.linkedin.com/in/tonyulwick/