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My Adventures in Marketing: The Autobiography of Philip Kotler
by Philip Kotler

PHILIP KOTLER is known around the world as the "father of modern marketing." 

For over 50 years he has taught at the Kellogg School of Management, Northwestern University, Evanston, Illinois. Kotler's book "Marketing Management" is the most widely used textbook in marketing around the world.

This is his story - how a Ph.D. economist from M.I.T. became the world's leading marketing authority.

The book covers:

- new ideas on marketing science and practice

- views on the future of marketing and retailing

- views on place marketing, person marketing, idea and cause marketing

- encounters with museums, art collectors, and the performing arts

- concerns about the growing threats to Capitalism and Democracy

- proposals for reducing poverty, corruption and income inequality

- international adventures in Italy, Sweden, Japan, India, Indonesia, Thailand, Brazil and Mexico

- life in Chicago, Chautauqua and Longboat Key, Fl.

- adventures at the University of Chicago, M.I.T., Harvard and Northwestern



“There’s only one name in marketing: Phil Kotler. His latest may be his best-a summa that captures the best of his insights, as original today as when he first took pen in hand, forty years ago.”
Tom Peters, author of “In Search of Excellence”


“What Peter Drucker is to management, Philip Kotler is to marketing. Kotler’s ideas are endlessly interesting, relevant, and ahead of the times.”
Al Ries, author of “The Fall of Advertising and the Rise of PR”


“Phil Kotler is the reigning sage of marketing, with vast knowledge, penetrating insight, and a fabulous ability to synthesize a complex topic into truthful simplicity. A master teacher, Kotler continues to shape the minds of marketing leaders around the world-and through his writing, he can shape your mind, too.”
Jim Collins, author of “Good to Great”



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JOBS TO BE DONE: Theory to Practice
by Anthony W. Ulwick


Since 1991, Tony Ulwick has pioneered "Jobs to be Done" theory and created and refined his proprietary Outcome-Driven Innovation (ODI) process while leading hundreds of successful innovation engagements throughout the course of his career.

His latest book, JOBS TO BE DONE: Theory to Practice, takes both the theory and the ODI process to the next level. It reveals new applications of the theory, improvements to the ODI process, and the steps that ODI practitioners and organizations must take to build an outcome-driven competencyin innovation. ODI is the process that puts Jobs-to-be-Done theory into practice.

JOBS TO BE DONE: Theory to Practice takes the theory and the ODI process to the next level. This book reveals:

- Why companies fail at innovation and how to avoid the most critical mistakes that companies make.

- How to employ the Jobs-to-be-Done Needs Framework to categorize, define, capture, organize and prioritize customer needs.

- The Jobs-to-be-Done Growth Strategy Matrix—a tool that fills in the holes in disruptive innovation theory, and other innovation theories, by examining them through a Jobs lens. It defines and reveals which of the 5 growth strategies to pursue in a given situation.

- Improvements to the Outcome-Driven Innovation (ODI) process—and how the process ties customer-defined metrics to the customerǯs Job-to-be-Done, transforming every aspect of opportunity discovery, marketing and innovation.

- Outcome-Based Segmentation: what is it and how it uncovers hidden opportunities for growth.

- The 84 steps associated with the ODI process, revealing what it takes to turn Jobs Theory into Practice.

- A three-phased approach that a company can use to build a competency in innovation.

- The Language of Job-to-be-Done: the syntax and lexicon of innovation.

- Six case studies of companies that applied the Outcome-Driven Innovation process and achieved impressive results.

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- C-level executives (particularly the CEO, CMO)
- Senior decision-makers and strategy managers
- Leaders interested in business growth
- Innovation practitioners
- Brand Managers
- Product Managers
- Designers and UX professionals

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"Anthony Ulwick has taken the guesswork out of innovation. For 25 years he has worked to guide companies to success. He has done this by introducing us to Jobs-to-be-Done theory, and converting it to practice using his rigorous innovation process known as Outcome-Driven Innovation. The vast majority of innovation projects fail. With Ulwick's process we finally learn what the best know already – innovation cannot be left to chance. It can and should be managed for successful outcomes. I call him the Deming of Innovation because, more than anyone else, Tony has turned innovation into a science."

Philip Kotler
S. C. Johnson Distinguished Professor of International Marketing at the Kellogg School of Management, Northwestern University


"We are committed devotees. Our innovation teams have seen the Outcome-Driven Innovation process work not just once, but over and over again. Without a doubt, it brings predictability to innovation and contributes to growth."

Clive Meanwell
Chief Executive Officer, Chairman, The Medicines Company


"In What Customers Want, Tony Ulwick redefined how innovators think about their customers. His importance and satisfaction framework for a customer's "jobs to be done" has influenced a generation of marketing and innovation professionals. Now with Jobs to be Done: Theory to Practice, we get the refined version, based on a decade of Tony's learnings applying the framework."

Michael Wynblatt
Ph.D., Vice President of Innovation, Ingersoll Rand


"Outcome-Driven Innovation's customer-centric approach to innovation and product design helps us define and address truly important client challenges. That additional clarity further enables us to develop and deliver solutions that provide real customer value, as well as deep, ongoing benefits to my organization and me. Our understanding of client needs and how to gain insight into those needs has been greatly improved."

Alex Johnson
System Architect, Next Generation Systems of Process Automation, Schneider Electric


"I've had the privilege to work with Tony and his team across two different organizations. Each time he has elevated our thinking and brought us a way to drive innovation that is radically different from traditional methods. It has been a great journey watching our team think and act with a focus on customer-centric outcomes."

Frank Grillo
Chief Marketing Officer, Harte Hanks


"Jobs Theory and Outcome-Driven Innovation have proven to be highly valuable in the development of innovative pharmaceuticals. A focus on the 'job' brings clarity to the complex healthcare delivery process and reveals hidden opportunities to positively impact the patients' pathway to health."

Simona Skerjanec ‪
Lifecycle Leader – Neuroscience, Roche


"Outcome-Driven Innovation unlocks unique insights into your customers and their challenges. It impacts revenue growth through new product development and identification of new customer segments."

Joe Camaratta
Managing Director, MedTech Playbook


"Jobs-to-be-Done Theory and Outcome-Driven Innovation provide absolute clarity for strategic growth initiatives and product innovation. There is no better way to put yourself in your customers' shoes."

Steve Thompson
Vice President of Business Strategy, National Oilwell Varco‪


"Acquiring technologies for developing new medical products has always been an exercise in trying to guess correctly. ODI has provided us with an enabling technology shopping list we can execute with confidence. ODI makes Business Development far more precise."

Sean Thompson
MS, MBA, CLP Sr. Director, Business Operations & New Product Development, GenCure


"The Jobs-To-Be-Done approach drove within us a heightened focus on our customers. We discovered important and often "unspoken" customer needs. Even in established markets, we gained new insights enabling stronger value propositions, more impactful customer communications, and innovation better aligned with market needs."

David Rusinko
Director Strategic Marketing, Momentive


"The ODI process provides broad and detailed customer insights that are superior to typical market research methods and critical to developing better solutions for customers. ODI helped us understand a new space and identify the underserved needs so we could enter a new market in a differentiated manner."

Brian Craig
VP of Strategy and Business Development, Surgical Innovations, Medtronic

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Shift Happens: How the world is changing and what you need to do about it

by John Hagel, John Seely Brown and Duleesha Kulasooriya

reveals in clear terms the great paradox confronting us: new technology allows us to do things better, faster, cheaper, smaller, lighter, more conveniently, yet the return on assets for US companies has steadily fallen to almost one quarter of 1965 levels.  

Why are companies and individuals struggling despite stock market highs and record profits?

What deep forces are driving the changes buffeting the world today?

How can readers navigate the short-term challenges while taking steps to capture the long-term opportunities?

Scaling Edges: How to radically transform your organization

by John Hagel, John Seely Brown and Duleesha Kulasooriya

reveals a roadmap for navigating past the organizational antibodies and resource conflicts that doom so many transformation initiatives.

How can you break through organizational inertia to do something radically new?

How can you seize the opportunity without losing organizational momentum?

Institutional Innovation: How to help your organization learn faster and thrive

by John Hagel, John Seely Brown and Duleesha Kulasooriya

explains how leaders can rethink the way they bring together talent, knowledge, and capital to learn faster, problem-solve faster, and break free from “the way we’ve always done it.” This is a guidebook for embracing the opportunity of change.

How can leaders solve big problems faster?

What do successful change initiatives have in common?

How can our institutions tap into the wealth of skills and resources around them to reinvent themselves before they are disrupted?


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John Hagel III (JH3) has more than 30 years' experience as a management consultant, author, speaker and entrepreneur, and has helped companies improve their performance by reshaping business strategies and more effectively integrating them with operating, organizational and technology capabilities. John currently serves as co-chairman of the Silicon Valley-based Deloitte Center for the Edge, which conducts original research into emerging business opportunities that should be on the CEO's agenda but are not as yet.

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Before joining Deloitte, John was an independent consultant and writer. Prior to that, he held significant positions at leading consulting firms and companies. From 1984 to 2000, he was a Principal at McKinsey & Co., where he was a leader of the Strategy Practice. In addition, he founded and led McKinsey's Electronic Commerce Practice from 1993 to 2000.

John has also served as senior vice president of strategic planning at Atari, Inc., and earlier in his career, worked at Boston Consulting Group. He is the founder of two Silicon Valley startups. John is the author of a series of best-selling business books, including Net Gain, Net Worth, Out of the Box, The Only Sustainable Edge and, most recently, The Power of Pull. Earlier in his career, he wrote two other books: Alternative Energy Strategies and Assessing the Criminal. He has won two awards from Harvard Business Review for best articles in that publication and has been recognized as an industry thought leader by a variety of publications and professional service firms.


John Seely Brown (JSB) is a visiting scholar and advisor to the Provost at University of Southern California (USC) and the Independent Co-Chairman of the Deloitte Center for the Edge. Prior to that he was the Chief Scientist of Xerox Corporation and the director of its Palo Alto Research Center (PARC)--a position he held for nearly two decades.

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He was a cofounder of the Institute for Research on Learning (IRL). He is a member of the American Academy of Arts and Sciences and the National Academy of Education. JSB is an avid reader, traveler and motorcyclist. Part scientist, part artist and part strategist, his views are unique and distinguished by a broad view of the human contexts in which technologies operate and a healthy skepticism about whether or not change always represents genuine progress.

His unofficial title has become Chief of Confusion focusing on helping people ask the right questions and make sense out of a constantly changing world.


Duleesha Kulasooriya, head of strategy, Deloitte Center for the Edge, leads development of the Center's ecosystem and contributes to core research exploring the edges of business and technology.Over the past few years he has explored how the world is changing in very dramatic ways as a result of ever evolving digital infrastructure and liberalizing public policy, as well as the implications for individuals and institutions. Kulasooriya led the team that developed and authored the inaugural Shift Index report and has written and spoken extensively on the use of new technologies to drive business performance, pathways for moving from static to dynamic ecosystems, rethinking the roles of firms and individuals through institutional innovation, and the relevance of "edges" such as the maker movement, the sharing economy and burning man.



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IDEA BITE PRESS was founded in 2013 and publishes distinctive books in various fields including strategy, innovation, leadership, marketing and art.



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