Every business owner wants to know, with certainty, that they're offering something valuable, something their clients will definitely want.   But how do you find that "something"? How do you take as much uncertainty out of innovation as you can?   Here is discuss that with us is the pioneer of Jobs-To-Be-Done Theory, the inventor of the Outcome-Driven Innovation (ODI) process, and the founder and CEO of Strategyn: Tony Ulwick.   The author of 2 best sellers – "What Customers Want" and "Jobs To Be Done: Theory to Practice" – Tony's one of the foremost experts on innovation, and has been described by Clayton Christensen as having "brought predictability to innovation."   His Jobs-To-Be-Done Theory is "a powerful lens through which companies can observe markets, customer needs, competitors, and market segmentation differently, and in doing so, make their success at innovation far more predictable and profitable."   And, in this episode, Tony describes how you implement this approach in your own business, so whether you're interesting on a large or small offering, you can be confident it's accomplishing the right job for your ideal clients.   Show Notes:   ✅ Learn more about Tony and his work at Strategyn: https://strategyn.com/tony-ulwick/   ✅ Learn more about "Jobs-To-Be-Done Theory": https://strategyn.com/jobs-to-be-done/   📷 Watch the video version of this episode and subscribe for updates on YouTube: https://www.youtube.com/playlist?list=PLYAr3nGy6lbXrhbezMxoHTSCS40liusyU   🎤 Thank you to our sponsor, Libsyn Studio (formerly Auxbus)! Want the best podcasting solution out there? Learn more here: https://www.libsynstudio.com/   🚀 And as always, don't forget about all the mind-blowing free resources at https://speakerflow.com/resources/