Founded in 1991, Strategyn, LLC is a leading strategy and innovation consulting firm. We have an exceptional three-decade track record helping the world’s most advanced companies reinvent underperforming products, successfully discover and enter new markets, and build and implement company-wide innovation programs. We are the pioneers of Jobs-to-be-Done Theory and the inventors of the Outcome-Driven Innovation® (ODI) process.

Strategyn’s ODI process is based on the theory that people buy products and services to get a “job” done and that customers use a comprehensive list of metrics to evaluate success when getting a job done. These metrics, a special type of need statement we call desired outcomes, form the basis for our innovation process. By knowing how customers measure value when getting a job done, companies are able to align the actions of marketing, sales, planning, development, and R&D with these metrics and systematically create customer value.