Company Opportunity vs. Customer Success in Jobs-to-be-Done Research

Practical Jobs-to-be-Done Series

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For those of you who are followers of Outcome-Driven Innovation (ODI), what I'm about to suggest may seem like pure heresy. What I’m going to propose is a response to the realities of certain corporate cultures. So, what am I talking about?

As many of you know, ODI is a method that follows a structured and consistent pattern in order to uncover Opportunities in the market. In other words, it looks for gaps that can be exploited for new value creation. If the lens used to search for gaps is focused on something that is constantly in flux, then spotting those gaps becomes a game of guessing, and luck.

I haven't met a strategist or innovator that wants to