5 Proven Product Strategies that Drive Growth - The JTBD Strategy Matrix

Tony Ulwick presents the Growth Strategy Jobs-to-Be-Done Strategy Matrix, a framework to simplify product strategy formulation and ensure market success. He explains that customers buy products to get jobs done better or more cheaply, outlining strategy options like differentiated, dominant, disruptive, and discrete, each suited to specific customer segments (underserved, over-served). The Outcome-Driven Innovation process is introduced as a method to identify these segments by quantifying unmet needs. Ulwick emphasizes matching strategy to opportunity, using examples like Uber to illustrate deploying multiple strategies for market leadership and discusses how disruptive innovation leverages disruptive technology to move upmarket, using Zoom as an example.