According to the Strategyn website, ODI “starts with a deep understanding of the job the customer is trying to get done and the metrics they use to evaluate competing for product and service offerings. 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, companies can align the actions of marketing, development, and R&D with these metrics and systematically create customer value.” It might be obvious; this approach is very prescriptive. It involves both qualitative and quantitative research and leads to market and product strategy formulation. Sound great? All you consultants out there, don’t get too excited. ODI is a proprietary approach developed and practiced by Strategyn.
Strategyn is an impressive company with a clear mission and vision.
I like what they’re doing and would love for one day to add technology to their core process. Most of my career has been working for startups. The work can be challenging in the time to understand the customer is often quite challenging. Many times the product is not sufficiently developed or are you have a lot of options to work through. It reminds me of discrete choice analysis but at the product and company level. By adding a technology core to this process I think this company could go a lot faster and reach a down market consumer.