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“The goal of innovation is to create products and services that address unmet customer needs.”

I’m helping create a “Prioritisation Playbook” with techniques detailing their background, usage, and suitability for digital and product development teams, strategic business planning, or operational and day-to-day task management. The list includes: - RICE scoring model - WSJF - Weighted Shortest Job First - Kano Model - MoSCoW Method - Eisenhower Box - IDEO’s DVF Framework - Opportunity Scoring - Outcome-Driven Innovation (ODI) - Story Mapping - Cost of Delay One often underrated process is Outcome-Driven Innovation (ODI)—a customer-centric and data-driven innovation process created in 1991 by Strategyn’s founder, Tony Ulwick.

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“The goal of innovation is to create products and services that address unmet customer needs.”

“The goal of innovation is to create products and services that address unmet customer needs.”

I’m helping create a “Prioritisation Playbook” with techniques detailing their background, usage, and suitability for digital and product development teams, strategic business planning, or operational and day-to-day task management.

The list includes:

  • RICE scoring model
  • WSJF - Weighted Shortest Job First
  • Kano Model
  • MoSCoW Method
  • Eisenhower Box
  • IDEO’s DVF Framework
  • Opportunity Scoring
  • Outcome-Driven Innovation (ODI)
  • Story Mapping
  • Cost of Delay

One often underrated process is Outcome-Driven Innovation (ODI)—a customer-centric and data-driven innovation process created in 1991 by Strategyn’s founder, Tony Ulwick.

The methodology is built around Ulwick’s finding that studying the “underlying process” a customer is trying to execute rather than focusing solely on the product or the customer, provides companies with a deeper understanding of the customer’s needs and presents a path to make innovation more predictable.

Ulwick, who is also the father of the Jobs to be Done method, which is an integral part of ODI, has dedicated a lifetime–over 30 years building, applying and refining the method.

The ODI Method has six steps:

  1. Define the Market Around the Job-To-Be-Done
  2. Uncover the Customer’s “Needs” 
  3. Quantify the Degree to Which Each Need Is Over/Underserved 
  4. Discover Hidden Segments of Opportunity 
  5. Align Existing Products with Market Opportunities 
  6. Conceptualize New Products to Address Unmet Needs

I wish I were on top of it a couple of years ago. If you are in the product innovation space, it can help you better understand your market, customers and opportunities.

I’ll leave a link in the comments for a free copy of Tony’s book and audiobook.