The methodology used by Intercom, Intuit and Basecamp to know exactly what to build. Applied to your company by Venturae, using Jobs To Be Done and Outcome-Driven Innovation.
Most teams ship products without knowing what their customer really wants. I apply the method used by the world's best companies to find out — with data, not assumptions.
I tell you exactly what your customers want, what frustrates them most and where your biggest opportunity is. Not with hypotheses — with the rigour of JTBD and Outcome-Driven Innovation applied to your market.
I don't invest in brilliant ideas. I invest in founders who know their customers' jobs better than anyone — and have the traction to prove it. If you build with that mindset, I want to meet you.
A milkshake, a mayonnaise sandwich, and a mathematical formula. That's how I came to understand how the world's best companies innovate.
It all started with Clayton Christensen. When his team investigated why McDonald's milkshake sales weren't growing, they discovered something unexpected: almost all were sold in the morning, to people driving to work alone. They weren't buying a milkshake to enjoy a treat — they were hiring it to make the commute less boring and avoid arriving hungry at a morning meeting. The question shifted from "how do we make it tastier?" to "what job is the customer trying to get done?".
Bob Moesta, Christensen's closest collaborator, puts it another way: nobody hires a mayonnaise sandwich because they want a sandwich. They hire it because they need something to eat that won't stain their suit while they drive. The product is just the means. The job is what matters.
But understanding the job wasn't enough — I needed to be able to measure it. That's where Tony Ulwick came in with Outcome-Driven Innovation: a way to quantify which outcomes matter most to customers and which are least satisfied. Innovation turned into a repeatable process, not a leap of faith.
Formulated JTBD theory: customers don't buy products, they "hire" them to make progress. The unit of analysis is the job, not the demographic segment.
Developed the Switch Interview and demand-side sales: we study what the customer "fires" before hiring something new. The moment of switch reveals everything.
Created Outcome-Driven Innovation: the way to measure and prioritise jobs with data. He turned innovation into a repeatable process, not an act of faith.
"Innovation is not a creative process that depends on genius or luck. It is a process that can be systematised, measured, and repeated with consistency."
Tony Ulwick — Outcome-Driven Innovation
Applied by founders and companies like
Jobs To Be Done gives us the customer's "why". Outcome-Driven Innovation tells us "what to improve first". Together they form the most rigorous system for purposeful innovation.
I uncover the functional, emotional and social progress the customer wants to achieve when they "hire" your product or service.
I identify all the results customers use to measure success at each phase of the job, structured with Ulwick's framework.
I calculate opportunity scores and locate outcomes with high importance and low satisfaction — that's where the real innovation is.
Companies founded, led or backed by Toni Guitart Ventura.
IT consulting and innovation firm. Founded and led for over 20 years, focused on digital transformation for mid-size and large enterprises.
All-in-one B2B SaaS for SME management: invoicing, CRM and project management. One of the first all-in-one platforms in the Spanish market.
B2B SaaS for AI-powered shift scheduling for HR teams. Eliminates Excel from schedule management and gives time back to managers in hospitals, hotels, manufacturing and retail.
Each chapter explores a concept from JTBD, ODI, latent demand or startup strategy with real examples and rigorous analysis. No fluff, just substance. Published on LinkedIn.
See the newsletterHead of Product Strategy at Cegid and serial entrepreneur with over two decades founding and scaling technology companies. Through Venturae, he invests and helps others navigate the complexity of innovation with solid methodologies.
A follower of Clayton Christensen, Anthony Ulwick and Bob Moesta's ideas, Toni has spent years applying JTBD and ODI in real projects and sharing his learnings in a newsletter with thousands of readers.
Connect with ToniInnovation consultant specialising in JTBD and ODI. B2B SaaS investor. Author of the innovation newsletter on LinkedIn.
Whether you want to apply JTBD and ODI in your company, or explore investment opportunities, let's talk.