TEI 240 Flashback: Understand What Customers Need Before Developing a Product – with Tony Ulwick

In this episode, I'm talking with the creator of an entire category of product innovation - one that significantly changed how I think about the process of innovation. Clayton Christensen said his approaches "bring discipline and predictability to the often random process of innovation.” The category of innovation is known as ODI, Outcome-Driven Innovation, now associated with Jobs-to-be-Done, and it was created by Tony Ulwick. When ODI was published in the Harvard Business Review, they declared it one of “the ideas that will profoundly affect business as we forge ahead in today’s complex times.” Tony also authored the best-selling book What Customers Want, explaining how the jobs-to-be-done framework is transformed into practice with ODI.