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UNCOVER WHAT
YOUR CUSTOMERS
REALLY WANT
& create growth strategies

Job-to-be-done: Listen to music

Job-to-be-done: Capture memories

Job-to-be-done: Diagnose a patient

Job-to-be-done: Build a rooftop

Job-to-be-done: Arrive on time

Edizon is your partner for customer-centric growth & innovation strategies.

Formerly known as Strategyn iip, we uncover true customer needs, quantify potential for value creation and create growth strategies that deliver predictable success. We put Jobs-to-be-Done theory into practice with Outcome-Driven Innovation® process in a close partnership with Strategyn, Inc.

Outcome-Driven Innovation®

Outcome-Driven Innovation® (ODI) is an innovation market research and strategy process that ties customer-defined metrics to the “Job-to-be-Done”, making innovation measurable and predictable. The process employs qualitative, quantitative, and market segmentation methods that reveal hidden opportunities for growth.

Details

Make Innovation predictable … just like Edi[s/z]on!

People buy products and services to get a job done. The goal of innovation is to create products and services that address unmet customer needs. 

Anthony W. Ulwick

Successful innovators don’t start with
ideas, they start with the need.

Anthony W Ulwick (Strategyn) about Jobs-to-be-Done and Edizon

Tony Ulwick is the pioneer of jobs-to-be-done theory, the inventor of the Outcome-Driven Innovation® (ODI) process, and the founder of the strategy and …

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Abbott Medical Optics Case Study

Operating in over 25 countries, Abbott Medical Optics, or AMO (formerly Advanced Medical Optics), is a leading provider of lenses, insertion systems, laser …

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Johann Stickler

“Through the application of systematic market research we can better understand customer needs. That insights assure a focused product development and provides that we can offer the right solution and a competitive price-benefit ratio. ODI methodology enables us to increase customer value and a unique selling proposition.

We learned a lot from our customers and for our customers by applying ODI to our innovation management.

References

For the last 11 years, our passion has been to help companies grow with innovation. The results speak for themselves. Companies have a five times higher success rate in their innovation activities when they use Outcome-Driven Innovation® (ODI).
References

Edizon
News

Here you find recent blog articles from Edizon about Jobs-to-be-Done theory and Outcome-Driven Innovation® methodology as well as news about our events and the Edizon team spirit.
Overview
16.10.2019

The Product Developer's Plight

While product management is about the “WHAT”, product development is about the “HOW”. Product managers think about “What problem should be solved, for …

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09.10.2019

Case Study Mayer & Co Beschläge GmbH (MACO)

The MACO Case Study shows: How to identify unmet customer needs in a seemingly saturated market with Outcome-Driven Innovation® (ODI).  How to translate …

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17.09.2019

How can a product growth strategy be anchored?

When people hear from us for the first time, their reaction is sometimes like follows: “Wow, you seem to be a really creative …

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Books & Papers

Learn more about Jobs-to-be-Done and Outcome-Driven Innovation®. Download the latest book, white papers and articles in the original version from Strategyn with an abstract of Edizon.

Overview
Anthony W. Ulwick

Building a Customer Centric Culture of Innovation

Customer orientation is not a novelty to managerial practice but there are still exceedingly few companies to be truly customer centric. In customer centric organizations, everyone across the …

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Sarah Miller Caldicott

What Would Edison Say?

Written by the great-grandniece of Thomas A. Edison, this article examines the basic paradigms and the approach to innovation of one of the greatest minds in history. Edison …

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Anthony W. Ulwick

Jobs-to-be-Done
Theory to Practice

Free Download of Tony Ulwick’s latest book. Why do so many innovation projects fail? What are the root causes of failure? How can they be avoided? Since 1990, …

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ANTHONY W. ULWICK

Turn Customer Input into Innovation

This article explains why listening to the “voice of customer” is not enough and presents a better approach to turn customer input into innovation. It points out that …

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Anthony W. Ulwick

Outcome-Driven Innovation

Companies often fail in their innovation initiatives because they lack one fundamental prerequisite for innovation success: they are not able to create real customer value. The problem behind …

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Anthony W. Ulwick and Perrin Hamilton

The JTBD Growth Strategy Matrix

This article provides a new perspective on understanding innovation strategies and deciding with strategy (or strategies) a company should pursue for entering new markets as well as for …

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Anthony W. Ulwick

What is Innovation?

Jobs-to-be-Done is best defined as a perspective — a lens through which you can observe markets, customers, needs, competitors, and customer segments differently, and by doing so, make …

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Lance A. Bettencourt and Anthony W. Ulwick

The Customer-Centered Innovation Map

People “hire” products and services to get jobs done. They will choose those products and services that help them get a job done better and/or more cheaply. Understanding …

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Anthony W. Ulwick

What Customers
Want

In a book that challenges everything you have learned about being customer driven, internationally acclaimed innovation leader Anthony Ulwick reveals the secret weapon behind some of the most …

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Study

Innovation-Track-Record Study

Companies have a five times higher success rate in their innovation activities when they use Outcome-Driven Innovation® (ODI). This is the result of an independent research study Strategyn …

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success rate

With 86% success rate, products developed with Outcome-Driven Innovation® (ODI) are five times as successful as the results of traditional innovation processes.
Outcome
0 years

experience

With our partner Strategyn we as Edizon successfully introduced Jobs-to-be-Done (JTBD) with Outcome-Driven Innovation® (ODI) in the last 11 years into the DACH market.
About us
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customer needs

In numerous projects over almost every industry we uncovered around 10350 real customer needs.
What is ODI

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