The Jobs to be Done Controversy Heats Up

Alan, before you go around bashing Tony Ulwick, I suggest you read Clay Christensen’s book The Innovator’s Solution. In it, you’ll find a few footnotes that should help you with the history of Jobs to be Done and Outcome-Driven Innovation.

Exhibit A:

Note that Clayton Christensen gives credit where it is due: Rick Pedi coins the phrase “Jobs to be Done” but notice that the concept has been “developed and used” by Anthony Ulwick of Strategyn.

Christensen also acknowledges Ulwick’s contribution in the “Gratitude” section of the book:

If you took the time to read Anthony Ulwick’s Jobs to be Done: Theory to Practice (it’s free on Kindle Unlimited) you’d learn that Christensen introduced Ulwick to Mark Johnson and Matt Eyring during the early days of Innosight. Ulwick was asked to join Innosight as a partner in 2004, but he respectfully declined the offer. Innosight’s focus at the time was on disruptive innovation, while Ulwick was focused on Jobs-to-be-Done and Outcome-Driven Innovation.

Fast forward 2o or so years, and we have two books that appear in October of 2016. Clay’s new book Competing Against Luck, and Ulwick’s Jobs to be Done: Theory to Practice. You really ought to read them both. Clay’s book is a wonderful and compelling argument for the Theory of Jobs to be Done, while Ulwick’s book specifically talks about translating Jobs Theory to Practice — a process he’s focused on for 25 years with over 400 companies. That process is called Outcome-Driven Innovation.

Finally, check out this video from 2000 — in which Clayton Christensen acknowledges Ulwick’s work.

Please let’s debate on the merits of the arguments — instead of trash-talking. I know this is the year of Trump, but let’s not abandon reason altogether.