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Ulwick and Christensen: The Birth of Jobs to Be Done (Spring 2000)

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Published on Oct 30, 2016

Strategyn's Anthony Ulwick introduces Clay Christensen to the concept and model of "Jobs-to-be-Done" before it was called Jobs to be Done. Ulwick demonstrates the value of the Outcome-Driven Innovation process. Clay Christensen says: "I really like the concept that the Strategyn people brought to us - that people have underlying needs or processes in their lives, that they are solving or addressing in some way right now, and what really understanding the customer needs means is understanding what that underlying process is and how it is that it's being solved so we can do a better job helping them do what they are already trying to do. And so a model is really quite useful, and being able to put a common model out there, and then using that model look at it from multiple directions. I think we saw further into the future than otherwise you could do if you didn't have the assistance of the model."

From the "Solving the Innovator's Dilemma" conference at Duke, Spring 2000.

Learn more about Jobs to be Done and Outcome-Driven Innovation® at http://www.strategyn.com and at http://www.jobs-to-be-done.com

THE BOOK: "JOBS TO BE DONE: Theory to Practice" by Anthony Ulwick: https://www.amazon.com/dp/0990576744

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