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 …

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 …

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 …

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 …

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, …

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 …

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 …

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 …

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 …

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 …