Driving innovation isn't easy for any business leader. The methods that brought success yesterday may not secure growth tomorrow. But how do you know when it's time to rethink your approach? How can you ensure your team's efforts align with what customers actually need?  Tony Ulwick is the founder and CEO of Strategyn and a pioneer of the Outcome-Driven Innovation (ODI) and Jobs-to-be-Done (JTBD) frameworks. For decades, he's helped organizations identify unmet customer needs and turn them into predictable, repeatable innovation. Whether you're launching new products, entering new markets, or streamlining operations, Tony offers practical guidance to help you innovate with confidence. In this episode, Tony shares hard-won insights on transforming uncertainty into strategy.  Quotes:  "Innovation isn't about guessing—it's about understanding customers' desired outcomes and delivering on them."   "When you align your team around measurable outcomes, you remove the risk from innovation."   "Most companies fail at innovation not because they lack ideas but because they lack a proven process."   Takeaways:  -Stop guessing at customer needs—use the Jobs-to-be-Done framework to define outcomes before building solutions.  -Build cross-functional teams that align around customer outcomes instead of internal assumptions.  -Apply data-driven insights to make innovation predictable rather than risky.  -Evaluate whether your team has the right skills to execute and scale your vision.  -Bring in outside expertise or frameworks when navigating critical growth inflection points.  Conclusion:  Organizations that embrace Outcome-Driven Innovation can shift from unpredictable experiments to consistent growth. By aligning teams around customer outcomes and applying proven frameworks, companies can outperform competitors and deliver value with confidence.  Links Mentioned:  Guest Links:  LinkedIn: https://www.linkedin.com/in/tonyulwick   

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