Innovation isn’t inherently risky. How you execute the front end is.
Establish conceptual product-market fit at idea generation, before you build.
Urquhart (Urko) Wood
Founder, Lean JTBD OS™
Innovation isn’t inherently risky. How you execute the front end is.
Establish conceptual product-market fit at idea generation, before you build.
Urquhart (Urko) Wood
Creator, Lean JTBD OS™
You’ve Seen This Before.
The pipeline looked strong. Resources were committed. But the market didn’t respond. No one could pinpoint why.
20+ years helping companies bring clarity to the front end of innovation. 7 years with the pioneer of Jobs-to-Be-Done innovation. Clients across 20+ industries.
The Problem Isn’t Ideas. It’s Knowing Where to Focus.
• Know what customers need before you generate ideas
• Direct capital toward validated opportunities, not assumptions
• Establish fit with the market before you build, not after
Your customers will give you instructions about where to focus and what to do to create new value, when you know what questions to ask.
See What Clarity Looks Like
The Customer Needs Guide shows what good discovery looks like, so resources go toward offerings customers actually want.
Company-Centered Innovation Map™
A system for determining which market opportunities to pursue before you invest.
Plan
Step 1: Adopt the Right Mindset
Shift from solution-first thinking to customer-job-first thinking.
Step 2: Define the Discovery Strategy
Identify the target market and define the innovation objective.
Discover
Step 3: Discover Unmet Customer Needs
Identify what customers are trying to accomplish and where they still struggle.
Step 4: Turn Findings Into Insights
Extract jobs and desired outcomes, then prioritize unmet needs.
Develop
Step 5: Select Opportunities to Pursue
Evaluate unmet needs against your capabilities and strategic goals.
Step 6: Address the Selected Opportunities
Design solutions that directly target the chosen unmet needs.
“One of the most important things that came out of our work with Urko was a shift in our mentality from focusing on what we know how to do, to what the client is trying to get done.”
Darci Congrove
Managing Director, GBQ Partners
“Urko did an excellent job extracting maximum value from a limited number of interviews. The findings were hugely valuable and enabled us to design a unique, business-centric service with premium pricing.”
Jeff Baker
Head of Market Insights and New Product Development, NetJets
“The quality of the work and the conversations Urko had with our students were extremely helpful, insightful, and actionable. They will help us become more effective as an organization.”
Lynn Rouser, PhD
Senior Vice President, Student Affairs and Enrollment Management
Franklin University
Trusted by Leaders Across Industries
CASE STUDY
From Internal Guesswork to Market-Validated Growth
“We realized that sitting in our offices trying to make up lists of things that we could sell probably wasn’t the right approach.”
How GBQ Partners discovered what clients actually needed and turned those insights into two new service lines, an acquisition, and a joint venture.
The Real Innovation Decision
Your most important innovation decision isn’t what to build. It’s which market opportunity to address, and how. Lean JTBD OS gives leaders the evidence to make those decisions with confidence.
See Whether Lean JTBD OS Is Right For You
1
Schedule a free discovery call
2
Discuss your innovation objectives and current discovery process
3
Determine whether Lean JTBD OS is the right fit
