“A New Marketing Era: Focus on Jobs and Outcomes” – Anthony Ulwick

January 15, 2016 Tony Ulwick

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. He is the author of  “What Customers Want” (McGraw-Hill) and numerous articles in Harvard Business Review and Sloan Management Review. After decades of analyzing innovation failures, I repeatedly […]


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