Outcome-Driven Innovation (ODI)

What Is Outcome-Driven Innovation (ODI)?

Outcome-Driven Innovation (ODI) is a methodology developed by Tony Ulwick that applies Jobs To Be Done (JTBD) theory to innovation. ODI focuses on identifying and prioritizing customer "desired outcomes" to guide product development. These outcomes are specific, measurable statements that describe how customers evaluate success when completing their jobs.

Unlike traditional innovation methods that rely on brainstorming or intuition, ODI provides a systematic approach to uncovering unmet needs and creating solutions that address them.

Why Is ODI Important?

How Does ODI Make Innovation Predictable?

ODI transforms innovation from guesswork into a repeatable process by focusing on:

• Customer Needs: Understanding what customers are trying to achieve.
• Unmet Needs: Identifying areas where existing solutions fall short.
• Prioritization: Ranking opportunities based on importance and satisfaction.

What Are Examples of ODI in Action?

1. Cordis Corporation: Used ODI to redesign angioplasty balloons, increasing market share from 1% to over 20%.
2. Microsoft: Applied ODI to improve software usability by addressing unmet customer needs.

How Does ODI Work?

What Are the Steps in the ODI Process?

1. Define the job-to-be-done.
2. Identify desired outcomes for each step of the job.
3. Quantify unmet needs by measuring importance and satisfaction.
4. Develop solutions that address high-priority unmet needs.

Why Choose Thrv for Outcome-Driven Innovation?

Thrv is the only platform built specifically around Outcome-Driven Innovation and Jobs To Be Done theory. We help you identify unmet needs, prioritize opportunities, and create products that deliver measurable value.

Visit thrv today to see how ODI can transform your innovation process!