Innovation Researcher at Strategyn, uncovering the unmet customer needs that drive growth for startups and Fortune 500 companies.
Strategyn is the innovation consulting firm Tony Ulwick founded in 1991. It created Outcome-Driven Innovation (ODI), the patented process that puts Jobs-to-be-Done theory into practice by tying customer-defined metrics to the job customers are trying to get done. Strategyn reports that 86% of projects using its methodology are rated successful by the companies that sponsor them.
What I Do
I lead customer needs research from the first interview through the final strategy. Using Jobs-to-be-Done theory and Outcome-Driven Innovation, I define who the customer is and the job they are trying to get done, then turn interviews into structured job maps and measurable desired outcome statements.
From there, I design and analyze large-scale quantitative surveys, find the customer segments with the most unmet needs, and present strategy and innovation recommendations to executive teams at startups and Fortune 500 companies across medical devices, consumer products, and enterprise technology.
This work is confidential, so this page describes the process rather than specific projects.
JOBS-TO-BE-DONE | OUTCOME-DRIVEN INNOVATION | QUALITATIVE RESEARCH | SURVEY DESIGN | SEGMENTATION | INNOVATION STRATEGY
How Outcome-Driven Innovation Works
Define the market. Identify the job executor and the core functional job they are trying to get done, independent of any product.
Map the job. Break the job into the steps every customer goes through, from defining and preparing to executing, monitoring, and concluding.
Capture desired outcomes. Through in-depth interviews, uncover the metrics customers use to judge success at each step, written as precise, solution-free outcome statements.
Quantify unmet needs. Survey hundreds of customers on how important each outcome is and how satisfied they are today, then calculate opportunity scores to see what is underserved and overserved.
Segment by needs. Group customers by the unmet needs they share, revealing segments with distinct, high-value opportunities.
Build the strategy. Turn the data into targeted value propositions, product requirements, and concept evaluation, so teams invest in ideas that address real unmet needs.