“How to Map a Customer Job” – Anthony Ulwick

March 18, 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. To identify opportunities for innovation, some companies focus on product leadership, […]


Previous Article
“Brand Purpose and Brand Identity” – Philip Kotler

Too many companies think that their brand building work is done when they have established a brand’s name a...

Next Article
BOOK REVIEW: “Drucker on Marketing” by William Cohen

It’s not surprising that Philip Kotler, the “father of modern marketing,” calls Peter Drucker the “grandfat...

Don't Miss a Thing.
We'll keep you up to date with our latest content you'll love.

Stay Updated