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He is the pioneer of Jobs-to-be-Done (JTBD) Theory and the inventor of Outcome-Driven Innovation (ODI), a breakthrough innovation methodology recognized by Harvard Business Review as a top business idea. He is the author of “What Customers Want” and “Jobs to Be Done,” both influential works on customer-centric innovation. With 12 patents and global recognition, his work has reshaped how companies approach innovation.
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