“Define Markets Around the Customer’s Job-To-Be-Done” – Anthony Ulwick

March 16, 2017 Christian Sarkar

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  “JOBS TO BE DONE: Theory to Practice” (IDEA BITE PRESS) and “What Customers Want” (McGraw-Hill) and numerous articles in Harvard Business Review and Sloan Management Review. […]


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