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.
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.
Robert Andexer is the Head of the Business Unit Door at Mayer & Co Beschläge GmbH, an Austrian based hidden leader in the industry of window and door fittings. Over 10 years ago, he came across the ODI methodology and, since then, has contributed significantly to transforming a non-innovative company and product range into an innovation leader. In his Business Unit he is about to launch a radically innovative product that has the potential to become the next generation of door locks and, by doing so, revolutionizing an entire industry.
Lance A. Bettencourt, Ph.D. is an Associate Professor of Professional Practice in Marketing in the Neeley School of Business in Texas. He is also a former strategy adviser with Strategyn, LLC. (with whom he still consults), the pioneer of Outcome-Driven Innovation™, and he was a partner at Service 360 Partners from 2012 to 2017. Throughout his consulting and executive education, Dr. Bettencourt has worked with many of the world’s leading companies to help them uncover innovation opportunities and set marketing strategies. He is the author of Service Innovation: How to Go from Customer Needs to Breakthrough Services (McGraw-Hill 2010).
Eric Eskey is a Principal of Strategyn and a Practitioner of Outcome-Driven Innovation (ODI). As a Practitioner, he focuses on how corporations can create significant positive change with customers using ODI. As a Principle, he oversees everything from Strategyn’s reputation and service quality to the development of its analysts. Eric has more than 17 years of experience with innovation management and corporate venturing. Eric has a BS in mechanical engineering from the University of Portland and an MBA from Purdue University. He also holds a certification in change management.
Marcus Kohlbeck is the Head of Product Management at SMC Austria GmbH, which is also the headquarters of 14 countries in Central and Eastern Europe. He has spent the last 20 years working for SMC to support innovative products and customer-specific solutions in drive and control technology for pneumatic and electrical systems. Within the European Digital Transformation Team, he became project leader of the Customer Journey Mapping Project which was using ODI to identify gaps in SMCs digital customer journey mapping.
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.