Walking the Future Back: A Journey through Outcome-Driven Innovation


Share on LinkedIn


In today’s rapidly changing world, staying ahead and achieving success requires businesses to be adaptive, innovative, and outcome-focused. One powerful concept that encapsulates this approach is “Walking the Future Back” – a term that signifies reassessing our strategies, embracing change, and aligning ourselves with our desired future. In this blog post, we’ll explore the methodology of Walking the Future Back, its relevance to “Jobs to Be Done” theory, and its connection to Clay Christensen’s Outcome-Driven Innovation.

Methodology: Walking the Future Back

Walking the Future Back is a proactive approach that encourages individuals and businesses to pause and reflect on their current path. It involves reevaluating long-term goals, mission, and vision in light of evolving circumstances and insights. Here’s a step-by-step methodology to embrace this concept:

1. Reflect on the Past: Begin by understanding the journey that led you to where you are today. Analyze past successes and failures, identify key learnings, and acknowledge the impact of past decisions on your current situation.

2. Define the Present: Assess your current position and challenges. Recognize ongoing trends, consumer behavior, and market dynamics. Understand your customers’ evolving needs and expectations.

3. Envision the Future: Take a bold step forward and envision your ideal future. Set ambitious but realistic goals that align with your organization’s values and purpose.

4. Identify Roadblocks: Recognize potential obstacles that might hinder your progress towards the envisioned future. This could include internal barriers such as outdated processes, as well as external challenges like disruptive technologies or changing customer preferences.

5. Pivot and Adapt: Be open to change and willing to pivot your strategies when necessary. Adaptation is key to walking the future back successfully.

Jobs to Be Done: A Framework for Customer-Centric Innovation

The “Jobs to Be Done” theory, pioneered by Clayton Christensen, provides a customer-centric perspective to innovation. Instead of solely focusing on the product or service, it emphasizes understanding the underlying motivations and goals of consumers. By identifying the “job” a customer hires a product or service to do, businesses can create solutions that truly meet their needs. This approach aligns seamlessly with Walking the Future Back, as both methodologies emphasize the importance of adapting and evolving to fulfill customer requirements effectively.

Outcome-Driven Innovation: Connecting Strategy with Customer Needs

Clay Christensen’s Outcome-Driven Innovation framework further complements the concept of Walking the Future Back. This approach involves defining the desired outcomes customers want to achieve and designing products or services around these desired outcomes. By understanding what customers seek to accomplish, businesses can create solutions that deliver superior value, increasing the likelihood of success in an ever-changing market landscape.


Walking the Future Back is a transformative approach that enables individuals and businesses to chart a purposeful path towards a desired future. By leveraging methodologies like Jobs to Be Done and Outcome-Driven Innovation, organizations can remain agile, customer-centric, and stay ahead of the curve. Embrace change, adapt proactively, and let the spirit of innovation guide you towards a future full of possibilities and opportunities.

Remember, the future belongs to those who are brave enough to shape it!

[Note: This blog post combines the concept of “Walking the Future Back” with the Jobs to Be Done theory and Outcome-Driven Innovation. Please ensure that the content is appropriately cited if referenced in any publications or articles.]

Luke Soon
Luke is a business transformation professional with over 25 years’ experience leading multi-year human experience-led transformations with global telcos, fintech, insurtech and automotive organizations across the globe. He helps clients activate their Purpose by monetizing innovation and building new revenue streams (experience equity), starting with their why. His personal purpose is to install the primacy of humanity in the experience economy and exponential age.


Please use comments to add value to the discussion. Maximum one link to an educational blog post or article. We will NOT PUBLISH brief comments like "good post," comments that mainly promote links, or comments with links to companies, products, or services.

Please enter your comment!
Please enter your name here