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 NetJets, Jeff Baker, led by the host, Maureen Metcalf, for her show, Innovating Leadership. This episode is called Innovation: How to Make It a Predictable Business Process.

Although the interview was conducted over five years ago, it’s still highly relevant today, maybe more so. That’s because the jobs-to-be-done (JTBD) innovation approach is focused on discovering customers’ end results separate and distinct from current product, service, or technology solutions. The “jobs” (or tasks) customers want to get done remain remarkably stable over time even while product, service, and technology solutions evolve, come, and go.

It takes courage to innovate, as Jeff discusses, because it requires giving up control and deferring to market realities. Although giving up control (it’s illusory anyway) and facing prospective disruption can be frightening, the only way to master disruption is to get out in front of it by understanding where value is migrating in your market and why. Then, at least, you have an opportunity to co-opt the emerging technologies and even leapfrog your competition to be the first to address customers’ hidden unmet needs.

Episode Description
In this show, we will explore what innovation really is, and is not, and bust some common myths. Listen in to learn how you can make innovation and growth a predictable and profitable business process. Maureen, Urko, and Jeff will discuss:
1. What is the innovation process?
2. What makes it predictable?
3. What are the biggest myths you want to dispel during this conversation?
4. Why are some companies better at innovation than others?
5 What do you see is the biggest impediment to innovation in organizations today?
6. Is leadership itself ever an impediment to innovation?
7. How can companies build a culture of innovation?

Have a wonderful New Year filled with new levels of mastery of innovation and change!

Sincerely,

Urko Wood
Founder and Innovation Guide
Reveal Growth Consultants, Inc.

Reveal needs. Create value. Drive growth.