(Updated Dec 2017) Alan Klement is the author of what he claims is the first book dedicated to Jobs to be Done (in 2016). He’s also the former CEO of Strategyn, so the interface includes the Desired Outcome Statements that are uncovered during the ODI process.
#WORKDONE THEORY SOFTWARE#
Jay Haynes runs thrv, which is a Jobs to be Done Product Management Software platform, and also offers services & training. In his most recent book “Competing Against Luck”, Christensen retells the story of Rick Pedi and his partner Bob Moesta as consultants who were working in the baking industry and wished to learn more about disruptive innovation.īob Moesta and Chris Spiek founded the Rewired Group and you’ve probably heard them on JTBD Radio or the aforementioned Switch Interviews video. In “the Innovator’s Solution,”, Christensen mentions Rick Pedi, the CEO at Gage Foods who coined the language ‘job to be done’. He explains how he introduced the Strategyn Outcome-Driven Innovation process to Christensen in the late ’90s as a way to solve the Innovator’s Dilemma in this blog post, which also features a fantastic video from 2000. Tony Ulwick is the founder of Strategyn and the author of “ What Customers Want (2005)” and “ Jobs to be Done: Theory to Practice (2016)”. These books introduced the concepts of disruptive innovation and Jobs Theory. ODI is a proprietary approach developed and practiced by Strategyn.Ĭlayton Christensen, Harvard Business School professor and author published “ The Innovator’s Dilemma (1998),” “ The Innovator’s Solution (2003)” and “ Competing Against Luck (2016)”. Sound great? All you consultants out there, don’t get too excited. It involves both qualitative and quantitative research and leads to market and product strategy formulation.
I’ve heard ODI described as a sledgehammer.Īs may be obvious, this approach is very prescriptive. In his 2016 book “ Jobs to be Done: Theory to Practice”, Tony Ulwick lists out the 84-step process that his ODI Practitioners use in a client engagement. The Strategyn approach is… comprehensive. By knowing how customers measure value, companies are able to align the actions of marketing, development, and R&D with these metrics and systematically create customer value.” These metrics, a special type of need statement we call desired outcomes, form the basis for our innovation process. I said “oh, so you took JTBD and made it actionable!” Tony was quick to let me know that ODI predated Christensen’s book “The Innovator’s Solution”.Īccording to the Strategyn website, ODI “starts with a deep understanding of the job the customer is trying to get done and the metrics they use to evaluate competing product and service offerings. I first talked to Tony Ulwick about ODI in 2016. Approaches Strategyn’s Outcome-Driven-Innovation (ODI) Process There are two generally accepted schools of thought when it comes to moving JTBD from theory to practice.
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