“Getting Started With Jobs-to-be-Done Theory” – Anthony Ulwick

January 13, 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, October 2016), “What Customers Want” (McGraw-Hill) and numerous articles in Harvard Business Review and Sloan Management Review. […]


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