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Outcome-Driven Innovation (ODI) is a process for systematically discovering and exploiting value creation potential. Developed by our partner Anthony Ulwick, Outcome-Driven Innovation® is based on three fundamental assumptions:

1. People use products and services to complete tasks (jobs-to-be-done). Solutions change quickly. The tasks that people want to do, on the other hand, remain stable over time.

2. A market is the quantity of people (job executors) who want to do a task. Sales figures for existing products are therefore not a reliable measure of the potential of an innovation.

3. People's tasks are processes with desired outcomes. Innovations that are successful on the market help people to perform a task better, faster, cheaper and more sustainably.

Innovative Arbeit am Laptop
Innovationen im Labor
Bauarbeiter vor Ort


Outcome-Driven Innovation applies these fundamental assumptions in a systematic process:





Identify customer goals 


Quantify potential


Define growth

For which market, i.e. for which customer group with which task should be innovated?

What is the ideal way to complete a task? Which outcomes need a lot of time, what is error-prone? Where are there inefficiencies?

Which goals within a task are underachieved for many? Which groups (market segments) face particularly significant challenges?

Which strategy solves the most under-fulfilled needs? Is there a need for customized (digital) solutions? Where can performance be saved?

A medical device manufacturer wants to help caregivers balance and maintain fluid balance (hemodynamics) in the critically ill.

Precisely formulated desired goals document what nurses want to achieve when managing the hemodynamic balance of patients. Among other things, nurses would like to spend less time collecting critical blood values on an ongoing basis.

For 60% of all nurses, laboratory diagnostics are time-consuming. However, one segment of nurses has particular difficulty with preventing complications when discontinuing therapy. This was recognized in the ODI segmentation.

The medical technology manufacturer is now investing in modern sensor technology that can continuously measure critical blood values. In cooperation with a pharmaceutical company, a new method of administering drugs is being developed that detects and minimizes complications at an early stage.

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