Tony Ulwick: How to Innovate Using Jobs-To-Be-Done Theory

What Innovation Strategy Should Be Pursued? Align the Opportunities with Your Capabilities

Is there a way to choose an innovation strategy that relies on something other than gut feelings and hunches? If...

Competitive Analysis: Why Does It Matter?

Why do you conduct competitive analysis? Is it merely to see which features of competitors’ products are technically superior? Or...

What Value Proposition Should You Secure?

A number of years ago we worked with Coloplast’s wound care product team. More specifically, we focused on wound care...

What Hidden Segments Exist in Your Market?

Market segmentation is a method that companies use to target unique offerings to groups of customers that will value them....

How Should Customer “Needs” Be Defined?

Companies receive thousands of inputs from their customers every single day. They come from dozens of sources, including social media, the service desk, the...

Bring Markets Into Perfect Focus by Defining Them Around the Customer’s Job-To-Be-Done

Companies often define the markets they serve around the technology in their product offerings... a technology that one day will...

The First Question on the Customer-centric Journey: Who is Your Customer?

Before a company can become customer-centric, company managers must agree on exactly who the customer is. Gaining such agreement is...

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