Why Us

Why Us

We offer a better way
to drive growth.

Why Us – Overview

  • We are expert practitioners of the breakthrough “Jobs-to-be-Done” (JTBD) innovation approach. That means we can help you uncover your target customers’ unmet needs in actionable format that is ideal for driving innovation and growth.
  • JTBD proceeds, complements, and improves other important innovation processes such as Design Thinking, Lean, Agile, and Stage-Gate.
  • We know how much is riding on getting innovation right. We can help you determine exactly what your target customers want before you build.

Case Study: How Franklin University Attracts and Retains More Students

Case Study: How GBQ Partners Drives Revenue Growth

Typical Results

NetJets, private jet service

Discovered unmet needs among C-level executives who travel frequently on company-owned private jets. Gained access to this hard-to-reach group to uncover themes that enabled the design, development, and launch of a successful new, premium-priced, business-centric service.

“The findings were hugely valuable and enabled us to design a unique business-centric service with premium pricing.”

GBQ Partners

Enabled GBQ to successfully develop and commercialization two new service lines, enter into a joint venture with an accounting staffing firm, and acquire a technology/cyber security services firm; all are driving growth. Culturally, the project shifted people’s mindset from focusing on what people know how to do to what clients are trying to get done. (Read the GBQ Case Study).

“…enabled us to create new services and drive revenue growth.”

Herman Miller

Revealed the best opportunities for innovation and growth in their acute care furniture market to refresh the product line. Captured relevant customer insights, oversaw quantitative analysis, and led cross-functional furniture design teams in the evaluation and selection of the most attractive opportunities for the company to pursue.

“At every step of the process Urko provides the details that create a high level of confidence in the value of the final deliverables.”

What Clients Say

How we helped Franklin University upgrade its doctoral program.

How we helped Can-Am Off-Road Vehicles find new opportunities for innovation and growth.

More Testimonials

Urko did an excellent job extracting maximum value from a limited number of interviews. The findings were hugely valuable and enabled us to design a unique business-centric service with premium pricing. I’m happy to recommend Urko to any business leader looking for a strategic thinker who can become a partner in addressing their challenges, bringing rigor and deep expertise into their innovation and growth strategy efforts.”

– Jeff Baker, Head of Market Research and New Product Development, NetJets

Urko exceeded our expectations and we enjoyed working with him immensely. We are very excited about the results and we have high hopes that they will play an important role in helping us make vehicles that customers want to buy.”

– William J. Rosen, Technical Director, General Motors

I reflect fondly on the couple of projects on which Urko and I worked together. He is a skilled strategist, tactician, and implementer. At every step of the process he provides the details that create a high level of confidence in the value of the final deliverables. He is a consummate professional.

– Jim Long, Director, Herman Miller

Some of Our Clients

Our Guarantee

We guarantee to reveal the best opportunities for innovation and growth in your market so that you know where to focus and what to do to create unique value for your target customers.This guarantee can only be made, however, if our work includes deploying a quantitative survey to reveal the important and unsatisfied needs in your market at the total market level and within job-based segments.
We also guarantee the quality of our work. If we do not meet the mutually agreed upon objectives within the time frames specified, we will continue to work on the project at no additional fee until they are met. If we are unable to meet them within a reasonable time after that determination, we will, at the client’s option, either waive the fees, or accept a portion of those fees that reflects the client’s level of satisfaction.