From Business To Buttons - Workshop with Tony Ulwick

May 15 and 16, 2018, Stockholm

From Business to Buttons, Scandinavia’s premier User Experience and Service Design conference, takes place on Tuesday, May 15, 2018 in Stockholm, Sweden. After this day, on Wednesday, 16, 2018 Tony Ulwick will hold a workshop about Jobs-To-Be-Done.

Tony Ulwick, the pioneer of Jobs Theory and inventor of Outcome-Driven Innovation (ODI), will be in Europe. Take the chance to get in touch with him, at his workshop "Put Jobs-To-Be-Done Theory Into Practice With Outcome-Driven Innovation".

What's the workshop about?

When Einstein engaged in his thought experiments, he pictured himself riding on a beam of light and traveling through the universe. From this perspective he was able to view the universe through a new lens, enabling him to see things in a different and meaningful way and to develop a theory that others could not. Similarly, when you look at a market through a Jobs-to-be-Done lens, everything looks different:

  • The unit of analysis is no longer the customer or the product, it’s the core functional “job” the customer is trying to get done.
  • Markets aren’t defined around products, they are defined as groups of people trying to get a job done.
  • Customers aren’t buyers, they are job executors.
  • Needs aren’t vague, latent and unknowable, they are the metrics customers use to measure success when getting a job done.
  • Competitors aren’t companies that make products like yours, they are any solution being used to get the job done.
  • Customer segments aren’t based on demographics or psychographics, they are based on how customers struggle differently to get a job done.
  • Learn how to apply this thinking and help your company make innovation far more predictable and profitable.


Date:  Wednesday, May 16, 2018 in Stockholm

Time: 9 am -1 pm

Language: English 


Registration and more information