Join us for the OSU Center for Innovation and Entrepreneurship’s September Workshop:
Tuesday, Sept 19
8:30 – 10:00am (Doors open at 8:00am)
We know from study after study that the key to successful innovation and growth is having a clear understanding of customers’ unmet needs.
Yet many leaders struggle with how to innovate, differentiate and grow because they don’t know where their target customers’ needs remain unmet. Without this information, it’s very hard to create new offerings that matter, or brand messaging and positioning that connects. Instead, leaders resort to guessing about what will create value for customers and, not surprisingly, this leads to high failure rates, frustration, wasted resources and damaged reputation.
Join CIE and Urko Wood to learn about the jobs-to-be-done (JTBD) approach to uncovering your customer’s unmet needs in a form that is ideal for driving innovation and growth. The JTBD approach enables companies to:
- Turn innovation into a predictable business process increasing new product success rates 2 – 3X
- Create new offerings that customers want, experiences that delight, and messaging that connects
- Complement and improve other approaches, e.g., design thinking, lean startup, etc.
- Prevent wasting time and money on ideas customers don’t want
- Accelerate revenue growth
When: Tuesday, September 19, 8:30 – 10:30am (Doors open at 8:00am). 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.
Read more about the JTBD approach in Urko’s recent article in The Business Journals.
Speaker:
URKO WOOD
Founder and President
Reveal Growth Consultants, Inc.
Urko started Reveal Growth Consultants in 2012 to help companies find and capitalize on the best opportunities for innovation and growth in their markets. For nearly seven years prior, he was a Strategy Advisor at Strategyn, the pioneer and leader of the jobs-to-be-done approach. Some of his clients include Battelle Memorial, Becton Dickinson, Cintas, General Motors, Herman Miller, Microsoft, Morgan Stanley, and NetJets. He is a Contributing Writer on growth strategy for The Business Journals, He has a BA from Kenyon College and an MBA in Marketing from the Wharton School of Business.
