What is Outcome-Driven Innovation?

What is Outcome-Driven Innovation?

1 Expert Answer

Tony Ulwick

Founder & CEO,  Strategyn

Outcome-Driven Innovation® (ODI) is a strategy and innovation process that ties customer-defined metrics to the “job-to-be-done”, making innovation measurable and predictable. The process employs qualitative, quantitative, and market segmentation methods that reveal hidden opportunities for growth. ODI has an 86 percent success rate—a five-fold improvement over the industry average.

ODI is an effective innovation process because it starts with a deep understanding of the job the customer is trying to get done and the metrics they use to evaluate competing product and service offerings. These metrics, a special type of need statement we call desired outcomes, form the basis for our innovation process. By knowing how customers measure value, companies are able to align the actions of marketing, development, and R&D with these metrics and systematically create customer value.

Looking through a jobs-to-be-done lens, we’ve reinvented the way customers, markets and needs are defined, how markets are segmented and sized, and how ideas are constructed and tested. Discover the 12 Outcome-Driven Innovation process steps described below, a new language of innovation, and experience the ultimate upgrade in innovation.

If you like to learn more about the innovation process and Strategyn's Innovation Consulting services please visit strategyn.com. 

Answers by Strategyn

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