Why Innovation Fails & How to Fix It with Tony Ulwick
95% of product teams don’t agree on what a customer “need” even is. This is the root cause of failure in innovation and why the majority of new products fail.
To succeed at innovation, product teams must unite around a common language and understanding of customer needs.
During this session, Tony will debunk myths that are preventing companies from making needed progress and show you how a jobs-to-be-done mindset can be used to define, capture, organize, and use customer need statements in a way that makes innovation far more predictable and profitable.
This session will examine the following:
- The 3 deep-rooted myths that cause companies to fail at innovation
- The real problems companies need to overcome to succeed at innovation
- The innovation process that solves these problems
Tony Ulwick, Founder and CEO of the innovation consultancy Strategyn, is the pioneer of jobs-to-be-done theory and the inventor of Outcome-Driven Innovation® (ODI), a powerful innovation process with a documented success rate that is 5-times the industry average.
Tony is the author of the original Jobs-to-be-Done book, What Customers Want, his recent release, JOBS TO BE DONE: Theory to Practice, and additional articles on ODI published in HBR and MIT Sloan Management Review. Through his involvement in hundreds of innovation initiatives, Tony has helped companies reinvent underperforming products, create new business models, and build and implement company-wide innovation programs. His work is cited in hundreds of publications. As an innovation thought leader, inventor, author and speaker, Tony Ulwick has changed the way academics and executives alike think about growth strategy and product innovation.
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