How to Differentiate, Innovate and Grow With Confidence If you want to differentiate, innovate and grow with a new product success rate > 80%, then listen to this lively podcast in which Gary Monti of the Center Managing Change interviews Urko about the jobs-to-be-done (JTBD) innovation process. There is a lot more to JTBD than …
Innovation and Creativity are Different Innovation and creativity are different. Innovation brings the target customers’ unmet needs and the company’s solution capabilities into the same room. Creativity then makes connections and generates winning ideas. Unless your innovation process discovers and ranks target customers’ unmet needs and then brings good solution capabilities to bear upon them, your …
Thoughts on Last Week’s JTBD Workshop Many thanks to GBQ Partners for hosting and Darci Congrove, Managing Director, for participating in our jobs-to-be-done (JTBD) workshop. After I laid out the basics of the JTBD approach, people doubled up to do an application exercise and report back to the large group. The session was then capped …
Reveal unmet needs. Create unique value. Drive revenue growth. If you’re in Columbus OH in the afternoon of October 9th, join Darci Congrove, Managing Director of GBQ Partners, and me for an interactive workshop designed for CEOs and Presidents of business-to-business companies. This is a rare opportunity to see how over 400 of the Fortune …
Be Careful What You Believe In a recent piece in the Wall Street Journal, Reid Hoffman, the founder of Linkedin, says it’s vital to launch a product and then change it on the fly. Don’t believe him, at least until you understand your options and the circumstances in which this is true. Here’s what Mr. Hoffman wrote: …
How to Differentiate, Innovate and Grow with Jobs-to-Be-Done Why is growth so difficult? I have found that many leaders struggle with how to differentiate, innovate and grow because they don’t know which of their target customers’ needs remain unmet by their own offerings and their competitor’s offerings. If you don’t know where those unmet needs …
3 Mistakes Companies Make When Trying to Foster a Culture of Innovation Given the rapid pace of change today, it’s no surprise that many leaders want to create a culture of innovation to stay relevant. Yet, in my work as an innovation and growth-strategy consultant, I consistently see organizations make the following three mistakes: Confuse …
One Executive’s Perspective on the ‘Jobs-to-be-Done’ Innovation Approach I recently had an opportunity to interview Jeff Baker, head of customer insights, category management and strategy at Valvoline, and a former client of mine (Microsoft and NetJets). There are very few executives in the country who have the depth of experience with the job-to-be-done (JTBD) innovation approach as …
Why Big Data Underperforms at Innovation – Part 2 There’s a simple way for leaders to obtain the customer information they need for innovation, but it’s not big data. In my last article, I argued that big data underperforms at innovation because it does not reveal causality, i.e., why people buy. Even “predictive” analytics does …
There’s a Better Way to “Refresh Your Brand” We know from study after study that the key to successful growth is having a clear understanding of customers’ unmet needs. It’s very hard to innovate, differentiate, and grow if you don’t know where your target customers’ needs remain unmet by your own offerings and your competitors’ …
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