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Defining a new era of exponential companies
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IBM’s research supports this. It found that operating model leaders have transitioned to prioritizing outcomes instead of tasks to complete. As a result, these companies report higher profitability/efficiency, revenue growth/effectiveness, innovation, and employee engagement. In the 1990s, Stategyn founder Tony Ulwick defined a novel approach called outcome-driven innovation. The goal was focus on understanding the underlying process (or job) the “customer is trying to execute when they are using a product or service.” Clay Christensen would later build on this model, creating his framework known as “jobs to be done.” The theory is based on understanding customer behavior. What works for c

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