White Papers
Strategyn’s white papers provide deep insight into our innovation theory and practices. The white paper titled, “What Is Outcome-Driven Innovation,” is a must read. It reveals the flaws in current innovation theory and explains the fundamentals of Strategyn’s innovation theory and the Outcome-Driven Innovation process.
The other white papers, which offer Strategyn’s perspective on strategy and innovation practices such as the voice-of-the-customer and QFD, are equally engaging.
Please take a moment to register. You will be prompted to do so when you click on one of the articles below. Once your registration is complete, you will have access to all of Strategyn's white papers and other innovation resources.
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What is Outcome-Driven Innovation® (ODI)?
This white paper by Strategyn CEO Tony Ulwick helps readers achieve two important objectives: it underscores why innovation has historically been a misunderstood, fragmented and ineffective process, and it explains in detail the theory, discoveries and concepts that comprise the Outcome-Driven Innovation process.
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The Language of Innovation
When building a competency in innovation, a company must adopt the best innovation process and the language that supports it. This primer by Strategyn CEO Tony Ulwick introduces the terms needed to describe and discuss Strategyn's Outcome-Driven Innovation process. A shared understanding of innovation terminology is the first step in engaging the organization in healthy discussion around what innovation is, how the process should be executed and what approach to adopt.
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A New Perspective on Strategy
The goal of business strategy formulation is to create a unique and valued competitive position. This article by Strategyn CEO Tony Ulwick explains what strategy really is and why customer needs are the basic unit of competitive analysis. It also introduces the six growth paths that a company can pursue in any market to plot its growth and outflank its competitors.
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Ideas-First or Needs-First: What Would Edison Say?
In just over 30 years, Thomas Edison - one of the world's greatest innovators - pioneered six industries that today have a cumulative market value of more than $1 trillion. How did he do it? Learn from Sarah Miller Caldicott how he made this possible.
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Ingersoll Rand Puts Customers First in Drive for Innovation
Industry Week says a disciplined approach to innovation is paying dividends at Ingersoll Rand where innovative products are creating new business opportunities. The approach - Outcome-Driven Innovation - is being used to develop innovative solutions to meet customers' needs.
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A New Perspective on VOC
Responding to a public critique of its methodology by a competitor, Strategyn thought leaders Tony Ulwick and Lance Bettencourt prepared this article, which highlights the business advantages of the Outcome-Driven Innovation methodology and the strategic and tactical differences between it and traditional voice-of-the-customer (VOC) practices.
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Retiring the House of Quality
Quality Function Deployment (QFD) was created as a tool for product design, not as a tool for innovation. When applied to innovation, this useful design tool fails to produce effective results. This article by Tony Ulwick, Rick Norman and Richard Zultner of the QFD Institute makes a case for retiring the House of Quality as an innovation tool.
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A Critical Evaluation of Outcome-Driven Innovation
This thesis, prepared by Nicki Sutton when she was a graduate student at Cranfield University's Cranfield School of Management - Strategic Marketing Group, provides a "critical evaluation of Outcome-Driven Innovation." It takes a comprehensive look at the Outcome-Driven methodology, and analyzes more specifically how it applies to new product development processes.
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Outcome-Driven Segmentation
Most companies segment their markets – but few have used market segmentation to proactively gain a disruptive foothold into new markets. A new approach to market segmentation described here by Strategyn CEO Tony Ulwick offers companies a better way to formulate their market, product and branding strategies.
