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 you’re familiar with the Outcome-Driven Innovation process, you know the answer is yes: there is a highly...
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 is the goal to gain the insight that is needed to create products and services that get...
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 nurses (the job executors) whose job-to-be-done was “treat a wound.” We used our outcome-based segmentation methodology to...
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. Over the years, many methods of market segmentation have been developed and implemented. Qualitative methods, such segmentation...
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 sales team, customer advisory boards, and formal qualitative and quantitative research. Companies are not lacking customer insights. If anything, they...
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 become obsolete. Clearly, this is a mistake, but it’s one that has been repeated by hundreds of...
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 not easy. When we ask company managers who their customer is, we typically hear, “We have many...