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The Fundamentals of Jobs

With decades of scrutiny and validation in both academic and practitioner settings, the fundamentals of Jobs Theory have withstood the test of time.After being introduced to Outcome-Driven Innovation® (ODI) in 1999 , Clayton Christensen went on to popularize the underlying ODI theory in his best seller, The Innovator’s Solution, labeling it “jobs-to-be-done theory”. Since that time, we have independently worked to advance the theory — Clay through the lens of a well-respected Harvard Business School professor, and I through the lens of an overworked practitioner with 26 years experience in...

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