3. What is Outcome-Driven Innovation®?

In his book The Innovator's Solution, Harvard Business School professor, Clayton Christensen states that customers buy products and services to help get a job done. We have held that position for many years -- and it forms the basis for our outcome-driven thinking. Outcome-Driven Innovation® is a unique approach to innovation in that it is not focused on the customer, the product or the competition -- rather it is focused on the job the customer is trying to get done. What we have discovered is that from the customer's perspective it is the job that is the stable, long-term focal point around which value creation should be centered.

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