Outcome-Driven Innovation (ODI) is a strategy and innovation process developed by Anthony W. Ulwick. It is built around the theory that people buy products and services to get jobs done.[1] As people complete these jobs, they have certain measurable outcomes that they are attempting to achieve.[2] It links a company's value creation activities to customer-defined metrics.
Ulwick found that previous innovation practices were ineffective because they were incomplete, overlapping, or unnecessary.[1] ODI attempts to identify jobs and outcomes that are either important but poorly served or unimportant but over-served. ODI focuses on customer-desired outcome rather than demographic profile in order to segment markets and offer well-targeted products.[2] By knowing how customers measure value, companies are able to align the actions of marketing, development, and R&D with these metrics and systematically create customer value.