Resources
Strategyn’s mission is to "innovate the innovation process" – to transform it from an art to a science.
During our 20-year quest to innovate innovation, we have debunked many myths, tested and refined new theories, made new discoveries and created breakthrough tools. These efforts have resulted in Outcome-Driven Innovation® (ODI), a patented innovation process with an unprecedented 80 percent success rate.
The journal articles, white papers and books made available here offer unique insights into the thinking that has led to the creation of ODI. While others believe predictable innovation is impossible, Strategyn has pioneered the jobs-to-be-done innovation theory and turned it into a powerful innovation practice.
Explore this section to learn more about our efforts to innovate innovation. Discover the ODI process, read our thought-provoking articles, and learn how our innovation discoveries can help your company innovate and grow.
Please take a moment to register. Once you registration is complete, you will have access to all of Strategyn’s innovation resources, including our many white papers and journal articles.
Drawing on 20 years of hands-on innovation experience, Strategyn CEO Tony Ulwick provides a unique historic perspective on innovation along with a clear description of Outcome-Driven Innovation® (ODI) theory – and the transformation from theory into practice. For those interested in understanding the future of innovation, this is a must read.
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This is the first book ever written that defines a comprehensive innovation process aimed specifically at the creation of new services. In his new book, Lance Bettencourt, PhD, reveals a powerful way of thinking about service innovation.
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In this groundbreaking Harvard Business Review article, Lance Bettencourt and Tony Ulwick reveal an important discovery they made while turning the jobs-to-be-done innovation theory into practice – “job mapping.” Used to gain a unique understanding of customer needs, this tool helps companies create breakthrough products and services.
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This best seller by Strategyn CEO Tony Ulwick describes how the jobs-to-be-done innovation theory was transformed into an end-to-end innovation process. Learn about the Outcome-Driven Innovation methodology and a new way to think about innovation.
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