• Certificate of Attendance: You will receive a certificate upon completion of this training program.

  • Continuing Professional Development (CPD): You will receive 1.0 credit hour upon completion of this program.

About this Workshop

We will discuss the concept of Jobs To Be Done, featuring insights from Tony Ulwick. We all know that people “hire” products to get jobs done. Office workers hire word-processing software to create documents. Surgeons hire scalpels to dissect soft tissue. But few companies keep this in mind while searching for ideas for breakthrough offerings. Instead, they rely on inquiry methods (such as customer interviews) that don’t generate the most promising ideas or exhaustive sets of possibilities. To systematically uncover more-and better-innovative ideas, Ulwick recommends first using the jobs-to-be-done framework to break down the job that customers want done into discrete steps. Then brainstorm ways to make steps easier, faster, or unnecessary. The Jobs To Be Done approach, and Tony’s development of job mapping are elements of Design Thinking that transform our understanding of users emotional and functional needs in order to better meet them. This approach is very useful in times of disruption as it helps us to re-design our offerings to better meet user needs, especially needs that are currently unmet.


Tony Ulwick

Tony Ulwick is the pioneer of jobs-to-be-done theory and the inventor of Outcome-Driven Innovation® (ODI), a powerful innovation process with a documented success rate that is 5-times the industry average. Tony has been granted 12 patents for his game-changing innovation practices, which result in products that help customers get a “job” done better. Philip Kotler, S. C. Johnson Distinguished Professor of International Marketing at the Kellogg School of Management, Northwestern University says, “I call Ulwick the Deming of Innovation because, more than anyone else, Tony has turned innovation into a science.” Tony is the author of the original Jobs-to-be-Done book, What Customers Want, his recent release, JOBS TO BE DONE: Theory to Practice, and additional articles on ODI published in HBR and MIT Sloan Management Review. Through his involvement in hundreds of innovation initiatives, Tony has helped companies reinvent underperforming products, create new business models, and build and implement company-wide innovation programs. His work is cited in hundreds of publications. As an innovation thought leader, inventor, author and speaker, Tony Ulwick has changed the way academics and executives alike think about growth strategy and product innovation.