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.
Gerald Steiner is responsible for digitalization at Voith Paper. Through constant innovations, Voith Paper is optimizing the paper manufacturing process, focusing on developing resource-conserving products to reduce the use of energy, water and fibers. His current professional focus is on coordinating activities between Voith Paper with Voith’s new group division Voith Digital Solutions. Before joining Voith Paper Gerald held different operational functions in containerboard production. He has industry expertise in the fields of production, technology, information technology, and automation.
Jennifer Caffarel is a Senior Clinical Research Scientist at Philips Research, the corporate innovation hub of the Netherlands. She has worked in a range of healthcare areas, including chronic disease management, care coordination in clinical teams and across healthcare settings and population health management. Jennifer’s ultimate goal is to bring innovative solutions that will meet the needs of healthcare professionals. And take into account how to optimize their workflow whilst supporting them in meeting the needs of the patients they care for. JTBD thinking and ODI is one tools- that Jennifer applies to achieve this.
Karl-Heinz Mayer is Director of Innovation, Codes and Standards & Program Management in EMEA’s, Power Distribution Division and member of the extended management board. Since 2009 he has been a member of the extended management team as Technical Director of Eaton Industries (Austria) GmbH. Mayer is qualified as a manager for quality and holds the QII certificate from Quality Austria.
He is responsible for driving the strategy for standardization for PDD and coordinating at least 25 people within EMEA, he’s also active on national and international committees.
Andreas searches for customer problems and transfers them to a new customer solution by means of digital technologies and new business models. His activities include specifying solutions so that they can be developed to concrete customer applications. JTBD, ODI and Business Model Innovation methods are well known to him. As part of a team that was responsible for the overall business solutions, the understanding of the complex interplay of business logic and IT systems matured. Andreas earned his master’s degree from Danube University in Krems, where he gained knowledge of the fundamentals with a focus on “Communication and Management”.
Este is responsible for creating new customer value through innovation for the financial services division of Motus, the largest automotive group in Sub-Saharan Africa. With more than 25 years of experience in the financial services industry, Este has been involved in the development of new-to-market products, new distribution channels, new business models and start-ups. Her curiosity about the science of innovation spawned her working with Professor Clay Christensen’s Innosight on a 6-months program in South Africa. Working in the country with the highest Gini coefficient in the world, her passion is to establish a predictable innovation discipline.
Florian works in New Business Development (NBD) for Borealis. In his job he identifies, assesses and grows new business opportunities for the globally leading Polyolefin supplier. Florian developed an opportunity assessment template for NBD where ODI & JTBD theory have been fully integrated. Prior to joining Borealis, Florian was Head of Strategic Business Development for Schoeller-Bleckmann. Florian holds a Master in Business Administration (Vienna University of Economics and Business Administration, WU), a Master in Political Science (University Vienna) and a post-graduate MBA from WU-Executive Academy.
Mark is Outcome-Driven Innovation Analyst at Riwal, a specialist in safe and efficient solutions for jobs done at height. Riwal is present in over 16 countries and has always been a frontrunner in innovation, for example when introducing the first fully electric boomlift in 2012. In the role as Innovation Analyst, Mark tries to guide all Riwal’s group-wide innovation efforts by setting a clear strategy and action plan. Riwal has recently embraced Outcome-Driven Innovation and Mark is responsible for making sure that all growth activities match the identified market opportunities.
Chris Gibson is responsible for Global Marketing at Fisherman’s Friend, the adult confectionery brand with sales in over 50 countries. Chris is responsible for guiding the marketing function via independent teams in these markets and recent focus has demanded that Fisherman’s Friend acquire a deeper understanding of category consumers across the key regions of North America, Europe and Asia to inform decisions of consumer communication, media and NPD. The Strategyn ODI study has been a key input.
Jan Tatousek is responsible for Business Development at Philips Research, the corporate innovation hub of the Netherlands-based multinational healthcare and consumer products company. As an advanced user, he has already applied JTBD thinking on a multitude of topics in healthcare-related research, from medication adherence and patient engagement to population health management and care programs for patients with chronic conditions. JTBD thinking and Outcome-Driven Innovation are essential tools for Philips Research that make it possible to have the customer decide about innovation priorities.
Florian is a Senior Consultant in the Strategic Marketing department of PERI, a supplier of formwork, scaffolding and engineering solutions. He is responsible for market research and segmentation as well as developing and implementing customer-centric go-to-market strategies. Before joining PERI, Florian has held different positions in sales, business development and marketing in the Life Sciences and Oil & Gas industries. Florian has been using JTBD and ODI thinking in various projects to answer the question “What do our clients actually value?” and create some compelling value propositions.
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, a partner company of Strategyn, Inc, a leading consulting firm for customer-centric innovation in German-speaking countries. 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.