“Emotional vs Functional Jobs: The Basics of Messaging” – Anthony Ulwick

August 19, 2016 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  “What Customers Want” (McGraw-Hill) and numerous articles in Harvard Business Review and Sloan Management Review. Before devising a new messaging strategy, it is best to evaluate […]


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