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JTBD + OUTCOME-DRIVEN INNOVATION®


LEARN FROM THE PIONEERS OF JOBS-TO-BE-DONE THEORY HOW TO UNLOCK YOUR INNOVATION
POTENTIAL, ACCELERATE GROWTH, AND SECURE A COMPETITIVE ADVANTAGE.


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Introduction to JTBD
What Is Jobs-to-be-Done?
WHAT IS JOBS-TO-BE-DONE?

Is Jobs-to-be-Done a theory? A lens? A process? A framework? A practice? Let’s
start with a practical definition:
Tony Ulwick
Feb 28, 2017
Outcome-Driven Innovation: JTBD Theory in Practice
OUTCOME-DRIVEN INNOVATION: JTBD THEORY IN PRACTICE

Outcome-Driven Innovation® (ODI) is a strategy and innovation process that
enables a company to create and market winning product and…
Tony Ulwick
Jun 21, 2017
Jobs-to-be-Done: A Framework for Customer Needs
JOBS-TO-BE-DONE: A FRAMEWORK FOR CUSTOMER NEEDS

Jobs Theory provides a framework for categorizing, defining, capturing and
organizing the inputs that are required to make innovation…
Tony Ulwick
Jan 5, 2017
The JTBD Market Definition Canvas
THE JTBD MARKET DEFINITION CANVAS

Entrepreneurs can avoid unnecessary pivoting and churn with a powerful approach
to market definition.
Tony Ulwick
Nov 18, 2021
JTBD + Outcome-Driven Innovation
Put Jobs-to-be-Done Theory (JTBD) into practice with Outcome-Driven Innovation
(ODI). Access frameworks, templates, examples and case studies. Philip Kotler
calls Tony Ulwick “the Deming of innovation.” Clayton Christensen credits him
with “bringing predictability to innovation.”
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Jobs-to-be-Done Book
“I call Ulwick the Deming of innovation.” — Philip Kotler
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Jobs-to-be-Done Fundamentals
The Jobs-to-be-Done Canvas
THE JOBS-TO-BE-DONE CANVAS

Helping a product team see a market through a Jobs-to-be-Done lens is often a
transformational experience. This training canvas can help…
Tony Ulwick
May 7, 2018
The Core Tenets of Jobs-to-be-Done Theory
THE CORE TENETS OF JOBS-TO-BE-DONE THEORY

With decades of scrutiny in academic and practitioner settings, these core
tenets of Jobs-to-be-Done Theory form the foundation for growth.
Tony Ulwick
Nov 28, 2017
The Jobs-to-be-Done Language of Innovation
THE JOBS-TO-BE-DONE LANGUAGE OF INNOVATION

A common language of innovation has the power to unite an organization in its
effort to build a competency in innovation.
Tony Ulwick
Aug 3, 2017
The Jobs-to-be-Done Growth Strategy Matrix
THE JOBS-TO-BE-DONE GROWTH STRATEGY MATRIX

This new framework explains when a disruptive strategy or another growth
strategy should be pursued in a given situation, dramatically…
Tony Ulwick
Jan 5, 2017
The 2 Jobs-to-be-Done Interpretations — and Why It Matters
THE 2 JOBS-TO-BE-DONE INTERPRETATIONS — AND WHY IT MATTERS

Applying Jobs-to-be-Done as a proactive managerial science negates the need to
apply it as a reactive behavioral science.
Tony Ulwick
Jun 3, 2019
Outcome-Driven Innovation Fundamentals
Mapping the Job-to-be-Done
MAPPING THE JOB-TO-BE-DONE

The Job Map reveals a stable strategy to drive growth through innovation: get
the entire job done on a single platform.
Tony Ulwick
Jan 11, 2017
Inventing the Perfect Customer Need Statement
INVENTING THE PERFECT CUSTOMER NEED STATEMENT

Innovation is the process of devising a solution that addresses unmet customer
needs. To win at innovation, a company must be able to…
Tony Ulwick
Jul 30, 2017
Avoid These Common Mistakes When Getting Started With Jobs-To-Be-Done
AVOID THESE COMMON MISTAKES WHEN GETTING STARTED WITH JOBS-TO-BE-DONE

Defining the customer’s job-to-be-done correctly is fundamental to a company’s
success. Don’t let these two common mistakes derail your…
Tony Ulwick
Aug 27, 2018
Outcome-Based Market Segmentation Outperforms Milkshake Marketing
OUTCOME-BASED MARKET SEGMENTATION OUTPERFORMS MILKSHAKE MARKETING

When it comes to discovering hidden segments of opportunity, outcome-based
market segmentation gets the job done best.
Tony Ulwick
Jan 16, 2018
Measure Customer Progress With JTBD + Outcome-Driven Innovation
MEASURE CUSTOMER PROGRESS WITH JTBD + OUTCOME-DRIVEN INNOVATION

New product success becomes predictable once you know what metrics customers use
to measure their progress when getting a job done.
Tony Ulwick
Dec 18, 2018
Outcome-Driven Ideation: Brainstorming With The End In Mind
OUTCOME-DRIVEN IDEATION: BRAINSTORMING WITH THE END IN MIND

Rather than generating hundreds of questionable ideas, devise solutions that
explicitly address your customer’s most underserved needs.
Tony Ulwick
Jan 30, 2020
81 Creativity Triggers To Energize Your Ideation Process
81 CREATIVITY TRIGGERS TO ENERGIZE YOUR IDEATION PROCESS

These refined, proven creativity triggers will infuse new thinking into your new
product, feature and business model ideation process.
Tony Ulwick
Jan 30, 2020
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