Tony Ulwick

@Ulwick

Founder of Strategyn, pioneer of Jobs-to-be-Done Theory, inventor of Outcome-Driven Innovation. Connect with me at

San Francisco
strategyn.com
Joined November 2009
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  1. Pinned Tweet
    15 Dec 2016

    Knowing what a need is, what they are, and which are unmet in each underserved segment = success.

    2 replies 12 retweets 20 likes
  2. May 30

    The metrics customers use to measure success (progress) when getting a = desired outcomes. Create products that address the metrics.

    5 retweets 11 likes
  3. May 30

    Theory in practice: design products to address functional jobs and position them around emotional & functional jobs.

    4 retweets 8 likes
  4. May 29

    ODI asks job executors to rate the importance and satisfaction of all customer desired outcomes. No preferences or trade offs.

    5 likes
  5. May 29

    "It would be amazing if we could quantify customer’s desired outcomes reliably." You can with Outcome-Driven Innovation. Art 2 science

    1 reply 1 retweet 3 likes
  6. May 29

    To transform from an art to a science companies must reinvent the way they do market research. makes new methods possible.

    6 retweets 11 likes
  7. May 29

    While preferences are constantly changing, customer desired outcomes are stable over time. Don't conflate outcomes with preferences.

    17 retweets 25 likes
  8. May 27

    is using technology to get a done better•more cheaply. is creating a new technology to get a job done better.

    1 retweet 11 likes
  9. May 25

    ODI experts turn customer inputs into outcome statements that reveal "what customers want" to achieve when getting a .

    3 retweets 7 likes
  10. May 25

    Interviewing customers for preferences and solutions is a failed science. Instead, listen for their desired outcomes.

    21 retweets 28 likes
  11. May 23

    Looking forward to the webinar with

    RSVP to our upcoming free webinar with & .
    6 retweets 13 likes
  12. May 12

    Thank you for helping companies make more predictable. Great event this week in Boston. Congratulations!

    Strategyn is proud to be a sponsor of 2017. Get your free copy of JOBS TO BE DONE: Theory to Practice at the event.
    3 retweets 1 like
  13. May 12

    Define the core functional , related, emotional and consumption jobs, and all the desired outcomes: then the solution becomes obvious.

    "If I had only an hour to innovate, I'd spend 55 minutes defining the unmet needs and 5 minutes defining the solution."
    9 retweets 11 likes
  14. Retweeted
    May 10

    Take Theory to the next level with the Jobs-to-be-Done Growth Strategy Matrix. Avoid disruption.

    6 retweets 7 likes
  15. Retweeted
    May 12

    Excellent article from from E&Y on innovation and and its implications - pulls no punches -

    5 retweets 7 likes
  16. May 8

    I just published “Define Customer ‘Needs’ as Constants and Solve the Innovation Equation”

    7 retweets 14 likes
  17. Retweeted
    May 8

    “The Job of Creating a Customer”

    1 reply 4 retweets 2 likes
  18. May 8

    Want a stable long-term ? Focus on helping your customers get their entire on a single platform. That need will not change.

    1 reply 12 retweets 21 likes
  19. May 7

    Outcomes, per our definition, are not preferences. They are measurable, controllable metrics against which ideas can be evaluated.

    3 retweets 11 likes
  20. May 7

    When needs are defined as outcomes, i.e., metrics customers use to measure success when getting a , becomes predictable.

    6 retweets 12 likes
  21. Retweeted
    May 6

    “If you can’t identify an exit strategy, you can’t identify your market ”

    4 retweets 8 likes

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