Can Jobs-to-be-Done and Design Thinking be Integrated?
Join us at the OSU Center for Innovation and Entrepreneurship’s June Workshop:
Wednesday, June 6
9:00 to 10:30 am (Doors open at 8:30 am)
Jobs-to-be-Done (JTBD) and Design Thinking are two popular innovation approaches used by many companies. While each approach exists to help organizations drive innovation and growth, they have different philosophical foundations and, consequently, different strengths and weaknesses. Up until now, companies have had to choose one approach over the other. This has forced companies to miss out on the unique benefits of the approach not chosen. But what if there were a way to meld the best of each approach into one process? Can it be done? Would it deliver superior results?
In this presentation, leaders from two different consultancies – Urko Wood from Reveal Growth Consultants (a JTBD consultancy) and Monica Weiler, Ph.D. from the Stratos Innovation Group (a Design Thinking and Strategy Consultancy) – will present a brief overview of their respective approaches including the philosophical foundations and the strengths and weaknesses as they see it related to the other approach. They will also share their thoughts about how the best of each approach can be melded into one process that delivers superior results.
This interactive presentation will include time for Q&A and an application exercise.
When: Wednesday, June 6, 2018, 9:00 – 10:30 am (Doors open at 8:30 am). Light breakfast items and beverages will be provided.
Where: Mason Hall 2nd Floor Rotunda, 250 W. Woodruff Avenue. Parking is available in the Lane Avenue and Tuttle Parking Garages.
To learn more about Jobs-to-be-Done, download the free PDF, Rethinking Innovation: How the Jobs-to-Be-Done Approach Delivers Dramatically Better Results or read Urko’s articles first published in The Business Journals.
Speakers:
Urko Wood is the founder and president of Reveal Growth Consultants which helps companies differentiate, innovate and grow in a predictable manner, and establish a culture of innovation. For nearly seven years prior to starting Reveal, Urko was a consultant at Strategyn, the pioneer of the jobs-to-be-done innovation approach which over 400 of the Fortune 1000 have used to generate billions of dollars in new revenue. Urko is a co-inventor of Strategyn’s patented method for creating a market growth strategy. Some of his clients include Battelle, Cintas, GBQ Partners, General Motors, Ingersoll Rand, Microsoft, Morgan Stanley, and NetJets. He has a BA in Philosophy from Kenyon College and an MBA in Marketing from The Wharton School.
Monica Weiler and Anthony Weiler are the co-founders of Stratos Innovation Group, a Columbus-based design thinking and strategy firm.
The Stratos team partners with customer experience teams, marketing departments, innovation leaders and service owners who seek to identify unmet needs and develop new opportunities for value creation in a complex and changing market landscape. They have led customer insights initiatives, facilitated strategy workshops and developed early prototypes for global, national and local companies using co-creation approaches to get actionable results. Local clients include Nationwide Children’s Hospital, OSU Wexner Medical Center, Nationwide Insurance, Scotts, The Columbus Dispatch and Grange Insurance.
