TEI 240 Flashback: Understand What Customers Need Before Developing a Product

Global Product Management Talk is pleased to bring you the next
episode of... The Everyday Innovator with host Chad McAllister,
PhD. The podcast is all about helping people involved in innovation
and managing products become more successful, grow their careers,
and STANDOUT from their peers. About the Episode: During the month
of July, 2019, I’m sharing some of the most favorite and valuable
discussions from the first 100 interviews. If you haven’t come
across this one yet, it will make you a better communicator! It was
originally episode 055. --- In this episode, I’m talking with the
creator of an entire category of product innovation – one that
significantly changed how I think about the process of innovation.
Clayton Christensen said his approaches “bring discipline and
predictability to the often random process of innovation.” The
category of innovation is known as ODI, Outcome-Driven Innovation,
now associated with Jobs-to-be-Done, and it was created by Tony
Ulwick. When ODI was published in the Harvard Business Review, they
declared it one of “the ideas that will profoundly affect business
as we forge ahead in today’s complex times.” Tony also authored the
best-selling book What Customers Want, explaining how the
jobs-to-be-done framework is transformed into practice with ODI.