Even Steve Blank came around to the idea that something was missing. The fuzzy front end of innovation requires targeting data. Only then does prototyping become more effective, and precise.

I encourage you to look beyond Jobs-to-be-Done 'light' and immerse yourself in ODI or one of the adaptations that have recently emerged (Strategyn Alums) that make it faster, cheaper and even more effective.

ODI = Outcome-driven Innovation

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