Anthony W. Ulwick

Quantitative research – Market research methods used to gather the statistically valid data needed to conduct Outcome-Based Segmentation analysis and other data analyses that comprise the ODI process.
Related jobs – Functional jobs the end user is trying to get done in conjunction with the core functional job. Getting more jobs done on a single platform make the platform more valuable.


Strategyn – The company that pioneered Jobs Theory and created the Outcome-Driven Innovation process.


Strategyn Jobs-to-be-Done toolkit - A toolkit that includes a starter-workshop and the materials, templates and tools that Strategyn’s consultants use to execute ODI-based projects for Strategyn clients.


Sustaining strategy - A company pursues a sustaining strategy when it introduces a new product or service offering that gets the job done only slightly better and/or slightly cheaper.


Underserved market – A market in which the majority of the customer’s desired outcomes are important and poorly satisfied.


Unmet need – A desired outcome or related or emotional job that is both important and poorly satisfied.
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A BRIEF HISTORY OF JOBS-TO-BE-DONE

1962
Theodore Levitt said, “people don’t want a quarter-inch drill, they want a quarter-inch hole.”


1984
IBM’s PCjr is introduced into the market and immediately called a flop. The failure inspired Tony Ulwick to try to create an innovation process that mitigates the risk of failure.


1990
Ulwick has an epiphany: if a company focused on the process of creating a “quarter inch hole” instead of creating a better drill, it could apply Six-Sigma principles to study the underlying process and offer a new path to innovation.


1991
The Total Quality Group is founded by Tony Ulwick. The goal of the company is to put his new theory and innovation process (CD-MAP) into practice.


1992
Ulwick uses his new process to help Cordis Corporation create a new line of angioplasty balloons. This is the first application of Ulwick’s innovation process.
1994
As a result of Ulwick’s work, Cordis Corporation released 19 new products, all of which became number one or two in the market. Cordis’s market share increased from 1% to over 20%. Ulwick validated that his innovation process works.


1996
Ulwick filed the first of twelve patents to be granted on his innovation process. The patents describe a method by which new product concepts are constructed and evaluated around the metrics customers use to measure success when executing a task or a process.


1997
Ulwick applies his Outcome-Based Segmentation method to Motorola’s radio market. Segmenting the market around unmet outcomes leads to the creation of the TalkAbout radio and a new professional radio that accelerated the division’s growth from 0% to 18%.