Tony Ulwick takes Jobs Theory and the Outcome-Driven Innovation process to the next level. He explains disruptive innovation and 4 other growth strategies through a Jobs lens and introduces new ideas, tools and templates that can be used to achieve predictable growth. Learn how to replace luck with a predictable innovation process.
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 innovation consulting firm Strategyn.
Early in his career as a product engineer, he experienced a big disappointment: for 18 months he put his heart and soul into creating a product that failed in the market. This set him on a Mission to identify the metrics that customers use to judge the value of new products. He studied and tried out many new tools that looked promising, including voice of the customer, quality function deployment (QFD), TRIZ, Six Sigma, and conjoint analysis. His breakthrough was that he could apply Six Sigma principles to innovation if he studied the process that people were trying to execute when they were using a product or service, rather than studying the product itself.
In 2000 he introduced ODI and his research and segmentation techniques to Harvard Business School professor Clayton Christensen, who called the process the customer was trying to execute, the “job” the customer was trying to get done.
He is the author of What Customers Want (McGraw-Hill) and numerous articles in Harvard Business Review and Sloan Management Review. His latest book is Jobs-to-be-Done Theory to Practice.
Maximilian Böger, PhD is CEO of Reichl und Partner Future Thinking GmbH. As a graduate of the University of St. Gallen, he brings several years of professional experience in strategic consulting for globally leading companies. He is considered an expert for “Business Model Innovation and Ecosystems”. Furthermore, he is an Academic Jury Member of the St. Gallen Symposium, a lecturer at several universities and, as a former founder, he invests in startups.
Thanks to her background in engineering as well as business administration, Katharina has been able to gain experience in developing innovative business models for 3 years at Volkswagen Commercial Vehicles. Part of her mission is to create an internal innovation friendly environment in her department. She focuses on development and application of innovation processes not only in the Volkswagen innovation management but also during her studies at RWTH Aachen and Collège des Ingénieurs. Katharina is currently leading together with Michael Haßlbeck a corporate startup within the Volkswagen Group. At the JTBD Summit she will give insights of her experience establishing highly dynamic start up projects in the structures of a large, DAX-listed company.
Michael has over 10 years experience in innovation management consulting and is currently leading a department with around 20+ people. His team helps clients to find the fastest way from idea to business by minimizing the investment risk and increasing the probability of innovation success. Michael is currently leading together with Katharina Lowinski a corporate startup within the Volkswagen Group and is willing to share their insights applying ODI™ in such an environment. In addition he is working with Edizon on new approaches for product management and complexity management.
Sebastian Brenk is a postdoctoral researcher at the Technology and Innovation Management Institute at RWTH Aachen University, where he completed his Ph.D. in researching Open Value Creation and Business Model Innovation. In his research projects with companies like Ford, Adidas, Vestel, Deutsche Telekom, SAP, etc., he studies the leadership, organizational structures, and methods that facilitate business model innovation in ecosystems to explore and exploit new digital technology domains such as Industry 4.0, Internet of Things, Blockchain, and Artificial Intelligence.
Shahzad Ansari is a Professor of Strategy and Innovation at Judge Business School, University of Cambridge, Director of the MPhil ISO program, and Professorial Fellow of St Edmund’s College. He holds a PhD from University of Cambridge. He serves on the Editorial Boards of several leading FT-50 Journals where he has also published various articles. His research interests include technological and management innovations, platforms and ecosystems, new market development and many more.
Marco De Polo is leading Roche’s Global Strategic Insights & Open Innovation team and has over 18 years of experience in the Diabetes Care business. Marco has developed and launched several Insulin Delivery Products over the year and spent 6 years in San Francisco, building up Roche’s Incubator with the goal of identifying new growth opportunities, developing and validating new business models. Over the past 3 years, Marco’s team established and implemented new approaches, tools and techniques at Roche Diabetes Care to accelerate important business decisions.
Petr is the Director of Business Development of Strategyn, Europe. He has more than 25 years of marketing and innovation experience. In his role as innovation advisor, Petr has assisted leading Dutch companies including Philips, DSM and Microsoft in their quest to create new products and services that effectively address needs of their customers. Prior to joining Strategyn, Petr held senior marketing and sales positions at global industrial corporations. Petr holds a degree in physics from the University of Leiden.
Martin is Managing Partner of Edizon Innovation GmbH, an international consultancy for customer-centric strategies and for product, service and business innovation. Martin studied Business Administration at the Vienna University of Economics and Business Administration. He has been a project leader in a variety of innovation projects and has industry expertise in the areas of medical technology, information technology, financial services, engineering, construction, steel, paper, energy and tourism.
Gerald is the founder of and a Managing Partner at Edizon. Gerald holds a master’s degree in process engineering and business administration from the Graz University of Technology. He has more than 20 years of experience as a project leader in the fields of innovation management, R&D, and strategic business development. He is member of PDMA and founder and member of the board of PFI – Platform for Innovation, a non-profit organization that fosters an exchange of experiences and collaboration in the field of innovation management.
Dietfried is an Innovation Strategist and Head of Consulting Service Development at Edizon. He is responsible for empirical research activities, data analysis, project management and service development.
Dietfried holds a master’s degree in business administration and received his PhD in social science (innovation management) from the University of Graz. He works as a researcher and university lecturer in the field of innovation marketing and is also the author of two books.
Oliver is Innovation Strategist at Edizon. His focus is on qualitative and quantitative market research at the front end of innovation, including product and concept testing. Oliver has more than 15 years of experience in market research and has held key positions at Philips Speech Recognition Systems, in the Market and Consumer Research Department at the University of Applied Sciences Wiener Neustadt, at the Nielsen Company, and at Nielsen International Services.