Companies seek ways to stimulate innovation and create lasting growth in today’s ever-evolving marketplace. The answer may lie in the jobs-to-be-done (JTBD) theory.
Tony Ulwick originated the theory and processes of JTBD and outcome-driven innovation (ODI) in the late 1980s and early 90s. JTBD is built around people purchasing products and services to get jobs done. In completing jobs, people are trying to achieve specific, measurable outcomes. JTBD, then, connects businesses’ value-creation activities to consumer-defined metrics.
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This post originally appeared on Thomasnet.com on February 7, 2019
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