![]() ![]() Case studies describing the use of ODI for hardware, software and service applications are available. Regardless of where the responsibility lies, ODI is an effective method to use to conceptualize and define a solution that is certain to win in the marketplace. In software companies, product planning is sometimes the responsibility of the development team, especially when the organization is using an agile approach which doesn’t emphasize or require a detailed product definition before development begins. When a company does not have a product planning function, the responsibility for product conceptualization and definition typically resides with the marketing function. ![]() I created ODI to help me get this job done better and more cheaply than competing solutions. This was my role when I held a senior product planning position at IBM early in my career. Conceptualizing the products, sub-systems and feature sets that will address the unmet needs of the targeted customers.Knowing if segments of customers exist with unique sets of unmet needs.Knowing which needs are under/over served and to what degree.Understanding all the customer’s needs in the targeted market. ![]() While holding a variety of titles (product manager, product owner, marketing manager, developer), the product planner is responsible for: This effort is typically the responsibility of the product planner. Conceptualize the product that is to be developedīefore any product can be developed, it must obviously be conceptualized and defined. Let’s take a closer look as to how product planners, hardware engineers, software architects, product support and CX teams, and UX and UI designers can use this valuable information to execute these 4 universal jobs that are critical to success at innovation. The methods are proven to work effectively in hardware, software and service development applications. This enables a company to target opportunities for growth with precision.ĭesign products to address the core functional job and the customer experience. ![]() ODI also employs unique quantitative research methods that pinpoint, with statistical validity, what under/over-served segments exist and which outcomes in each segment are most under/over-served. The desired outcome statement is a specially constructed need statement that has a unique set of characteristics: desired outcomes are devoid of solutions, stable over time, measurable, controllable, structured for reliable prioritization in a quantitative customer survey, and are tied to the underlying process (or job) the customer is trying to get done. The ODI process employs unique qualitative research methods that enable the capture of all customer needs (desired outcomes) related to the core functional job-to-be-done and the consumption chain jobs that comprise the customer experience (see the diagram below). The application of Jobs-to-be-Done Theory, and more specifically the Outcome-Driven Innovation (ODI) process created by Strategyn, is designed to inform each of these efforts.
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