Tony is the pioneer of Jobs-to-be-Done Theory, the inventor of the Outcome-Driven Innovation® (ODI) process, and the founder of strategy and innovation consulting firm Strategyn. Tony has applied his ODI process at some of the world’s leading companies and across nearly all industries to inform breakthrough innovations—achieving a success rate that is 5 times better than the industry average.

Tony is also the author of best sellers What Customers Want and JOBS TO BE DONE: Theory to Practice.

In this episode of Polyweb, host Sara Landi Tortoli and guest Tony Ulwick uncover everything you need to know about the Jobs to be Done framework.

Tony explains how this methodology focuses on understanding the jobs customers are trying to get done rather than the products themselves. He outlines best practices for applying the framework, including defining target markets around customer jobs, designing effective surveys to uncover unmet needs, interviewing experts to map detailed outcomes, and selecting the most promising markets for startups.

Tony shares insights from working with companies like Twitter to resegment users based on their core jobs to be done. He also provides guidance for startups on how to leverage the framework for product-market fit.

00:00 Introduction

00:48 Overview of Jobs to be Done

06:16 Applying the framework

10:15 How to structure customer's survey to uncover unmet needs

18:58 How to prioritize competing opportunities

20:16 Case study: JTBD applied to Twitter

29:29 When to use qualitative vs. quantitive research

30:30 How to structure customer interviews to uncover unmet needs

48:23 How startups can define their own market

59:55 Common mistakes to avoid when applying JTBD

01:12:40 Resources for learning more

👉 Free Download of The Jobs-to-be-Done Book: https://jobs-to-be-done-book.com/

👉 CHECK OUT STRATEGYN: https://strategyn.com/

📚 OTHER RESOURCES MENTIONED:

Harvard Business Review: How Twitter Applied the “Jobs to Be Done” Approach to Strategy

https://hbr.org/2021/10/how-twitter-applied-the-jobs-to-be-done-approach-to-strategy

🔗 CONNECT WITH TONY:

👥 Linkedin - https://www.linkedin.com/in/tonyulwick/

🐦 Twitter - https://twitter.com/Ulwick

💻 Website - https://strategyn.com/

🔗 CONNECT WITH SARA:

📸 Instagram - https://bit.ly/saralanditortoli-instagram

🐦 Twitter - https://twitter.com/Sara_LandiTor

👥 Linkedin - https://bit.ly/saralanditortoli-linkedin

💌 Newsletter - https://saralanditortoli.substack.com/

🪢 ABOUT POLYWEB:

Polyweb seeks to define meaning in business and life in the Technology Era. Through conversations with the top entrepreneurs, experts, and thought leaders we uncover the nexus between technology, product, and human tinkering, to create companies that have an impact and lead a more purposeful life.

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