Lean JTBD OS™
A simpler, faster, easier way to identify and capitalize on unmet customer needs.
Urko Wood
Founder
Lean JTBD OS™
A simpler, faster, more practical way to identify and capitalize on unmet customer needs.
Urko Wood
Creator of Lean JTBD OS™
Innovation Doesn’t Fail Due to a Lack of Creativity. It Fails due to a Lack of Focus.
Too many companies invest in innovation only to discover that what they’ve built isn’t what customers want.
Jobs-to-Be-Done (JTBD), pioneered primarily by Anthony W. Ulwick and Clayton M. Christensen, reveals what customers are trying to accomplish, how they measure success, and where their needs remain unmet given their current product or service solutions. Let us help you determine where to focus and what to do to create new value.
Lean JTBD OS® is our branded management consulting and advisory service to help executive and innovation teams diagnose innovation challenges, identify and prioritize unmet customer needs, and make clear strategic decisions about growth, product development, and customer experience.
Through Lean JTBD OS, we work directly with leaders and innovation teams to guide them through prioritizing and executing high-value innovation opportunities.
Clear, Practical, and Repeatable Innovation
Lean JTBD OS™ provides teams a systematic approach to:
Define the right market for innovation.
Identify the target customer’s unmet needs.
Determine which unmet needs matter most.
Gain Clarity About Where to Focus and What to Do
Reveal your customer’s unmet needs and accelerates progress by:
Using structured qualitative methods over complex quantitative research.
Prioritizing opportunities through interview design (elicit only opportunities), consequences, and company criteria.
Seamlessly integrating findings with methodologies like Design Thinking, Agile, and Lean Startup.
How Lean JTBD OS™ Works: The 6-Step Process
Lean JTBD OS™ follows a clear rhythm: Plan → Discover → Develop.
Plan – Frame Your Innovation Strategy
1. Adopt the Right Mindset:
Shift from solutions to customer-defined outcomes.
2. Define the Growth Strategy:
Align your objectives with clear innovation strategies – core growth, adjacent markets, experience innovation, accessibility, or new market creation.
Discover – Uncover What Matters Most
3. Discover Unmet Customers’ Needs:
Structured conversations quickly identify customer struggles.
4. Turn Findings into Insights:
Use AI to Extract and Analyze Need Statements.
Develop – Transform Insights into Action
5. Select Opportunities to Pursue:
Strategically prioritize opportunities.
6. Address the Selected Opportunities:
Develop targeted solutions, messaging, and operational plans.
Results You Can Expect
Lean JTBD OS™ equips teams to:
Build conceptual product-market fits at ideation