Tony Ulwick: How to Innovate Using Jobs-To-Be-Done Theory

Replace Luck With a Predictable Innovation Process

Companies should stop behaving as if innovation is an art. It’s a predictable science. The real question is: why are they so slow to change?  Any...

The Fundamentals of Jobs-to-be-Done Theory

With decades of scrutiny and validation in both academic and practitioner settings, the fundamentals of Jobs Theory have withstood the test of time. After being introduced...

Reinventing Market Research for Innovation

Research methods designed to quantify solution preferences are standing in the way of achieving predictable innovation. Innovation is the process of devising solutions that address...

Jobs-to-be-Done Case Study: Beware of Lead Users

For nearly a decade a global medical diagnostics company focused on its lead users—specialists in the field...

10 Characteristics of The “Perfect” Customer Need Statement

Innovation is the process of devising a solution that addresses unmet customer needs. To win at innovation,...

Jobs Theory in Practice: Discovering a Hidden $150M Segment of Opportunity

A global company recently engaged the Strategyn team to help it segment a core market in a...

Solving The Innovation Equation

Innovation is analogous to a complex mathematical equation. Identifying ...

Bring Predictability to Innovation

By controlling the causal factors that bring randomness to the innovation process, companies can bring predictability to innovation. ...

Applying Jobs-to-be-Done Theory to Micro-Moments

Here’s a relatively new concept that is sweeping across the radar of brand managers across the marketing...

Demystifying Jobs-to-be-Done: Four Applications

Newcomers to “Jobs-to-be-Done” are getting confused. With all that has been written on the subject recently, those...

Why The “Job Story” May End Badly. Don’t Apply New Theory Through an Old...

Jobs-to-be-Done Theory, when applied effectively, makes innovation 5-times more predictable. Our 25-year track record applying the theory...

The Jobs-To-Be-Done Growth Strategy Matrix

Over the past 24 years, we have studied the dynamics of product and service innovation while producing successful innovation strategies...

Defining the Customer’s Core Functional Job-To-Be-Done

Making the core functional job the unit of analysis is the cornerstone of successful innovation. The core functional job is...

Formulating a Customer-Centric Product Strategy: 7 Key Actions

An effective product portfolio strategy will guide the company in (a) improving its products to better serve the unmet needs...

Formulate a Market Strategy Around Underserved Segments and Needs

Strategyn’s Outcome-Driven Innovation process includes qualitative research methods that are used to discover the job customers are trying to get...

What Unmet Needs Should Be Targeted For Growth?

The objective of the innovation process is to find ways to help the customer get a job done better and/or...

What Innovation Strategy Should Be Pursued? Align the Opportunities with Your Capabilities

Is there a way to choose an innovation strategy that relies on something other than gut feelings and hunches? If...

Competitive Analysis: Why Does It Matter?

Why do you conduct competitive analysis? Is it merely to see which features of competitors’ products are technically superior? Or...

What Value Proposition Should You Secure?

A number of years ago we worked with Coloplast’s wound care product team. More specifically, we focused on wound care...

What Hidden Segments Exist in Your Market?

Market segmentation is a method that companies use to target unique offerings to groups of customers that will value them....

New Posts