Resources
Through nearly 20 years of experimentation and refinement, Strategyn has made and patented several breakthrough discoveries in the field of innovation, leading to the creation of Outcome-Driven Innovation® (ODI). Our approach has been documented in numerous articles that have appeared in the Harvard Business Review and MIT / Sloan, many of which you can access below.
ODI is built around the theory that people buy products and services to get jobs done. It focuses a company’s strategy, activities, and resources on helping customers get important jobs done better. In fact, ODI was named one of the Best Business Ideas of 2002 by Harvard Business Review.
Explore this section to learn more about ODI and how our proven process can benefit your company. Please take a moment to register. Once your registration is complete, you will have access to all of Strategyn's innovation resources, including our many white papers and journal articles.
If you'd like to read about ODI, these articles explain what ODI is and how it works:
- What Is Outcome-Driven Innovation? white paper by Strategyn CEO Tony Ulwick
- The Language of Innovation, white paper by Strategyn CEO Tony Ulwick
- “Turn Customer Input into Innovation,” Harvard Business Review, January 2002
These articles and books explain components of ODI in greater detail:
- “The Customer-Centered Innovation Map,” Harvard Business Review, May 2008
- “Giving Customers a Fair Hearing,” Sloan Management Review, Spring 2008
- A New Perspective on Strategy, white paper by Strategyn CEO Tony Ulwick
- What Customers Want, the best-selling book by Strategyn CEO Tony Ulwick
These articles explain why product design tools such as QFD and VOC are not the most effective tools for innovation, offering additional evidence for using ODI:
- A New Perspective on VOC, white paper by Strategyn's Lance Bettencourt, PhD and Tony Ulwick
- Retiring the House of Quality, white paper by Strategyn's Rick Norman and Tony Ulwick, with Richard Zultner of QFD Institute
