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Jobs to be Done: Theory to Practice, by Anthony W. Ulwick
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Why do so many innovation projects fail? What are the root causes of failure? How can they be avoided? Since 1990, Tony Ulwick has pioneered an innovation process that answers these questions. In 1999, Tony introduced Clayton Christensen to the idea that “people have underlying needs or processes in their lives, that they are addressing in some way right now”—an insight that was to become Jobs-to-be-Done Theory.
For 25 years, Ulwick and his company, Strategyn, have helped over 400 companies, applying Jobs-to-be-Done Theory in practice with a success rate of 86%—a 5-fold improvement.
“Ulwick has taken the guesswork out of innovation,” says the ‘father of modern marketing,’ Philip Kotler, S. C. Johnson Distinguished Professor of International Marketing at the Kellogg School of Management, Northwestern University. “He has done this by introducing us to Jobs-to-be-Done theory, and converting it to practice using his rigorous innovation process known as Outcome-Driven Innovation.
I call him the Deming of Innovation because, more than anyone else, Tony has turned innovation into a science,” adds Kotler.
LEARN
- Why companies fail at innovation and how to avoid critical mistakes.
- How to employ the Jobs-to-be-Done Theory Needs Framework to categorize, define, capture, and prioritize customer needs.
- A Jobs-to-be-Done Growth Strategy Matrix to categorize, understand, and employ the 5 strategies that drive growth.
- Outcome-Based Segmentation: how does it create new opportunities?
- The details of the innovation process known as Outcome-Driven Innovation. It ties customer-defined metrics to the customer’s Job-to-be-Done, transforming every aspect of opportunity discovery, marketing and innovation.
- The Language of Job-to-be-Done – the syntax and lexicon of innovation.
- Sales Rank: #7022 in eBooks
- Published on: 2016-10-28
- Released on: 2016-10-28
- Format: Kindle eBook
Most helpful customer reviews
3 of 3 people found the following review helpful.
Learn directly from a recognized pioneer in JTBD
By Jim Kalbach
Tony Ulwick is an indisputable leader and pioneer in JTBD. This volume summarizes over 25 (!) years of experience consulting hundreds of a customers. His detail and precision is mesmerizing, and it's all laid out here for us to learn from.
Ulwick presents the only end-to-end process for using JTBD, called Outcome Driven Innovation (ODI). His framework is robust and complete, including a look at job executors, core jobs, related jobs, emotional jobs and more. In this book, Ulwick even reveals the 84 detailed steps of ODI. And of course he supports everything with examples and case studies.
If you're looking to learn about JTBD or just deepen your knowledge, this is a great place to start - there's something in it for everyone. You'll get it right from the "horse's mouth" with this book. Clear, engaging, and straightforward. Highly recommended!
2 of 2 people found the following review helpful.
Title: The JTBD Growth Strategy Matrix is amazing
By Dela
Ulwick makes it clear who the real thought leader is in this space. In stark contrast to other recent books on the subject, which are heavy on stories and light on substance, Ulwick details the implications of jobs theory and a well-thought-out and proven process for putting the theory into practice.
I was surprised to read about the JTBD Growth Strategy Matrix. This was an unexpected gem. Ironically, Ulwick uses Jobs Theory to effectively explain disruptive innovation and 4 other possible growth strategies. His growth strategy matrix makes sense of high-end and low-end disruption, and all other possible product strategies. For the first time, I could rationalize Christensen’s disruptive innovation work, the critiques to his theory and the opposing views. Ulwick provides a simple way to think about a very complex problem. An exciting new perspective! Thank you!
3 of 3 people found the following review helpful.
This book is one of the best, if not the best, for any Copywriter!
By Maria de Lurdes Spinola
I'm a B2B copywriter.
So, my "Job to be Done" (as a Copywriter) goes beyond writing copy. Above all, is to find the "Jobs to be Done" of my client customers.
This book is one of the best, if not the best, for any Copywriter!
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