3 Steps to Change the Game of Innovation New product failure rates have remained stubbornly high for decades at about 70-90%. Most people believe this is because innovation is inherently risky and messy. As one innovation “expert” stated in a leading business journal recently: “Innovation is a process of trying your best ideas and seeing ...

Does Your Innovation Strategy Pass the “3 Elements” Test? Formulating good strategy can be hard. One reason is because there’s a lot of confusion about what “good strategy” really is. Fortunately, Professor Richard P. Rumelt, Emeritus Professor, Los Angeles Anderson School of Management, and author of Good Strategy, Bad Strategy: The Difference and Why it ...

4 Steps to Capture Opportunities for Breakthrough Growth

The First Three Habits of Highly Effective Innovators

A Beautiful Illustration About What Customers Want Most business leaders are looking for ways to create unique value for their target customers to differentiate and grow. But how do you create unique value in a repeatable manner? Is it even possible? Yes, it is possible, but you must understand what a customer “need” really is ...

Podcast on JTBD with Urko and Jeff Baker, Head of Product Development and Customer Insights at NetJets Every leader must learn how to make innovation a repeatable business process or risk being blindsided by disruption. With that in mind, I’d like to share this VoiceAmerica radio show interview that I did with a client from ...

How JTBD Reveals Latent Unarticulated Needs Success at innovation requires that we remember “the drill is not the hole.” The drill is a solution designed to help customers make a hole. Other solutions could be a pick, punch, a laser, or some yet-to-be-invented tool. The customer need is to “make a hole.” People confuse customer ...

This False Belief is Killing Innovation Most people think innovation is inherently risky and messy. That’s understandable when you consider that about 50-90% of new products fail. And yet, studies have repeatedly shown that the primary reason for high failure rates is misunderstanding the customers’ needs. Some experts claim that 90% of all new businesses ...

How to Make Innovation and Growth a Repeatable Business Process One of the big ideas that makes the jobs-to-be-done (JTBD) innovation approach so effective is the insight that innovation is the successful execution of two separate steps that, when done well and in the right sequence, consistently enable organization to establish product/market fit and drive ...

Putting Jobs-to-be-Done into Action Some of you may remember that I shared a video a few months ago from which the still shot above was taken. “Squat University,” an online strength-building fitness company, used the video to demonstrate why “strength training is something we should do for the rest of our lives. It allows us ...