Anthony W. Ulwick

Outcome-Based Segmentation^TM – A method by which segments of customers with uniquely different underserved desired outcome can be discovered, sized and targeted.


Outcome-driven brainstorming – The process of conceptualizing new platforms, business models, and features that address underserved segments and desired outcomes discovered through the use of ODI-based research methods.


Outcome-Driven Innovation^® (ODI) – A strategy and innovation process that ties customer-defined metrics (desired outcomes) to the Job-to-be-Done, making value creation (and 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.
Overserved market segment – A segment of customers with a majority of desired outcomes that are unimportant and well satisfied.


Process of disruptive innovation - The introduction of a series of products, the first of which employs a disruptive strategy that gets the job done worse and more cheaply, followed by a series of products that build on that technology platform, with more and more features, until the newest offerings get the job done better and more cheaply.


Product lifecycle support team – People (customers) who help install, set up, store, transport, maintain, repair, clean, upgrade, and dispose of the product, and perform other support services as necessary.


Purchase decision maker – The person responsible for executing the “buying” job: seeking out and evaluating alternative offerings and deciding which to buy.


Qualitative research – Market research methods used to uncover the customer’s desired outcomes and other inputs that comprise the Jobs-to-be-Done needs framework.