![Business901 show](https://d3dthqtvwic6y7.cloudfront.net/podcast-covers/000/046/373/small/business901.jpg)
Summary: The Origin of Jobs To Be Done Theory (JTBD) and the practice of Outcome-Driven Innovation (ODI) Tony Ulwick has turned jobs-to-be-done theory into the world’s most powerful innovation process: Outcome-Driven Innovation (ODI). This patented innovation process is the cornerstone of their success. Tony has evolved the innovation process from an art to a science. first introducing his work in What Customers Want: Using Outcome-Driven Innovation to Create Breakthrough Products and Services, and now taking it to another level in his new book,Jobs to be Done: Theory to Practice. Business901 iTunes Store Mobile Version New Accessibility for the Business901 Podcast