Turning the “Jobs-to-be-Done” Innovation Theory into Practice
 		January 19, 2010 
Presenters:

Tony Ulwick, CEO, Strategyn
Alli Libb, Moderator, American Marketing Association		 
 
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Description:

 
The new buzzword in business is innovation. You can hardly pick up a newspaper, a national magazine or even a prestigious academic publication without seeing the word plastered across the pages. President Obama talks about innovation. CEOs are talking about it. But here’s the rub … we can’t keep doing things on the innovation front the way we’ve always done them. It just doesn’t work.

This webinar is going to challenge the way you think about innovation. It’s going to give you a different perspective – that of the customer. It’s going to show you how the “jobs-to-be-done” innovation model can grow your organization’s revenues quicker and more efficiently, reduce your R&D costs, and give you the ability to provide products and services your customers want.

The jobs-to-be-done-theory isn’t new. In fact, many companies understand that their customers buy products to get jobs done. But most managers do not understand the far-reaching ramifications this thinking has on the way companies can formulate their market strategies and execute their innovation processes.

Since people buy products to get jobs done, companies should focus their strategy and innovation efforts on helping customers get these jobs done better or get new jobs done. From this perspective, a whole new science of innovation emerges.

In this thought-provoking presentation you will learn:
  • Why an ideas-first approach to innovation suffers from high failure rates
  • How to define a market from a customer’s perspective
  • How it is possible to capture all the customers’ needs
  • How to discover hidden market opportunities
  • How to formulate an effective market growth strategy
  • How to institute a program for innovation within your firm