Ideas for your business? Check out the AI Idea Generator >

Outcome-Driven Innovation: JTBD Theory in Practice

The ODI process allows companies to take a more holistic view of innovation that focuses on customer desired outcomes. This process is effective because it ties these customer-defined metrics to the customer’s job-to-be-done, making innovation measurable. By knowing how customers measure value, companies are able to align the actions of sales, marketing, development, and RD.