ODI
The ODI Process: 6 Steps to Systematic Innovation
Six Steps That Change How You Innovate Most innovation processes are either too vague (“empathize, ideate, prototype, …
Read →The Opportunity Algorithm: Finding Underserved Customer Needs
The Formula That Replaced Gut Feeling Every product team has the same argument: “Which customer needs should we address …
Read →What Is ODI? Outcome-Driven Innovation Explained
The Innovation Problem Nobody Wants to Talk About Every large company in the DACH region has an innovation process. Most of them …
Read →Customer-Centric Innovation: Why Traditional Methods Fail
The Uncomfortable Arithmetic of Customer-Centric Innovation Every company claims to be customer-centric. Every strategy …
Read →Outcome-Driven Innovation in the DACH Region
Why an American Framework Fits DACH Engineering Culture Better Than Expected Outcome-Driven Innovation (ODI) was developed in the …
Read →The History of JTBD: From Christensen to Ulwick to Modern Practice
Two Men, One Idea, a 30-Year Argument The history of Jobs to Be Done is not a clean origin story. It is a messy, contested, …
Read →When to Engage Product Strategy Consultants (And When Not To)
The Honest Answer No Consultant Will Give You Most articles about whether to hire product strategy consultants are written by …
Read →Chinese Competition: Innovation as the Answer to Price Pressure
The Wrong Response to a Real Problem In the last three years, I have sat in strategy sessions at half a dozen DACH industrial …
Read →Why JTBD Fails: Common Mistakes and How to Avoid Them
“We Tried JTBD. It Didn’t Work.” I have heard this sentence, or a version of it, at least a dozen times in the …
Read →The Mechanical Engineer and the Innovator's Dilemma
The Best Engineers Build the Wrong Products There is a particular kind of strategic failure that is almost exclusive to …
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