Jobs to be Done: Theory to Practice

JOBS TO BE DONE: Theory to Practice
by Anthony W. Ulwick


Since 1991, Tony Ulwick has pioneered “Jobs to be Done” theory and created and refined his proprietary Outcome-Driven Innovation (ODI) process while leading hundreds of successful innovation engagements throughout the course of his career. 

His latest book, JOBS TO BE DONE: Theory to Practice, takes both the theory and the ODI process to the next level. It reveals new applications of the theory, improvements to the ODI process, and the steps that ODI practitioners and organizations must take to build an outcome-driven competencyin innovation. ODI is the process that puts Jobs-to-be-Done theory into practice. 

JOBS TO BE DONE: Theory to Practice takes the theory and the ODI process to the next level. This book reveals: 

– Why companies fail at innovation and how to avoid the most critical mistakes that companies make. 

– How to employ the Jobs-to-be-Done Needs Framework to categorize, define, capture, organize and prioritize customer needs. 

– The Jobs-to-be-Done Growth Strategy Matrix—a tool that fills in the holes in disruptive innovation theory, and other innovation theories, by examining them through a Jobs lens. It defines and reveals which of the 5 growth strategies to pursue in a given situation.

– Improvements to the Outcome-Driven Innovation (ODI) process—and how the process ties customer-defined metrics to the customerǯs Job-to-be-Done, transforming every aspect of opportunity discovery, marketing and innovation. 

– Outcome-Based Segmentation: what is it and how it uncovers hidden opportunities for growth.

– The 84 steps associated with the ODI process, revealing what it takes to turn Jobs Theory into Practice

– A three-phased approach that a company can use to build a competency in innovation. 

– The Language of Job-to-be-Done: the syntax and lexicon of innovation. 

– Six case studies of companies that applied the Outcome-Driven Innovation process and achieved impressive results.