Date: April 11 - 12, 2013
Location: Chicago, IL
Consider this: a company that has a 5 percent new product creation success rate must invest in 20 new products, each having the potential to grow revenue by $1 billion, in order to predictably generate an additional $1 billion in revenue. A company that has a 50 percent success rate, by comparison, only has to invest in two. The economic and business advantages of getting this right are extraordinary. Looking at innovation through a jobs-to-be-done lens provides that advantage.
In this two-day workshop, Tony Ulwick will share new methods that reshape the corporate innovation process, mitigate the risk of failure, and produce a steady stream of innovations and predictable growth.
Specifically, you will learn how to:
● Use jobs-to-be done theory to accelerate growth
● Apply the Outcome-Driven Innovation process
● Structure your organization to foster innovation
● Create breakthrough products that help customers get jobs done better
● Pick new markets to enter
● Find growth opportunities in core markets
● Win in new and adjacent markets
● Validate product and service concepts
● Price products, size markets and forecast revenue
● Define a powerful value proposition and how to communicate that message to the market
Note: This course is limited to 35 participants -- early registration is highly recommended.
SPECIAL BOOK BONUS - Attendees will receive one free copy of Tony Ulwick's book,
What Customers Want.
Due to limited space, this workshop is offered exclusively to industry practitioners. Sorry, but registration applications will not be accepted from academics or consultants.
In the 1980s, while working for IBM’s PC division, Tony Ulwick witnessed one product failure after another. As a result, he set his sights on reinventing the innovation process. As the pioneer of jobs-to-be-done thinking, he has done exactly that. Tony Ulwick founded Strategyn in 1991 and began creating Outcome-Driven Innovation® (ODI), a customer-centric approach to innovation that produces breakthrough products by ensuring they help customers get a “job” done better.
Ulwick has been granted five patents for his ODI methodology, which improves innovation success rates by a factor of five. In 2002, Harvard Business Review recognized ODI as one of the best business ideas of the year, declaring it one of “the ideas that will profoundly affect business as we forge ahead in today’s complex times.” In his book The Innovator’s Solution, Clayton Christensen devoted a chapter to the “jobs-to-be-done” innovation theory, citing Ulwick’s work and the ODI process.
Using ODI, Ulwick has generated billions of dollars in revenue growth for dozens of global firms, including Microsoft, Johnson & Johnson, and Motorola. By working on over 100 corporate innovation initiatives with the world’s leading companies, Ulwick was able to reinvent the entire innovation process, including the way customers, markets and needs are defined, the way markets are segmented and sized, and the way ideas are constructed and tested.
Tony Ulwick is the author of the best-selling book What Customers Want and has published articles in the Harvard Business Review and MIT Sloan Management Review. His work is cited in hundreds of publications. Clayton Christensen says, “Ulwick’s outcome-driven programs bring discipline and predictability to the often random process of innovation.” His counterintuitive views as an innovation thought leader have changed the way academics and executives alike think about growth, strategy, and innovation.
1. Think about innovation through a jobs-to-be-done lens.
2. Organize innovation to successfully enter and grow new, strategically relevant markets
3. Leverage the four paths to growth and innovation: core markets, adjacent markets, new market creation, and disruption
4. Significantly improve your innovation success rate with outcome-driven thinking and methods
5. Recognize hidden opportunities for disruption, new market creation, and core market growth before competitors do
6. Segment markets for the purposes of growth and innovation
7. Identify which ideas, technologies, and acquisitions have the greatest potential for creating customer value
8. Validate new concepts, accurately assess pricing, and forecast potential revenue
9. Define your value proposition and send the right message to your market
10. Develop an effective growth plan to drive short- and long-term revenue growth
April 11-12, 2013
Day One: ODI INTRODUCTION
7:45am – 8:30am REGISTRATION & CONTINENTAL BREAKFAST
8:30am - 10:15am Session 1 | OUTCOME DRIVEN INNOVATION (ODI) OVERVIEW
● The innovation challenge
● Jobs-to-be-Done Theory
● Transforming theory into practice
● ODI history
● ODI process details - why it works
● ODI applications
● Leveraging ODI for corporate growth and venturing
10:15am - 10:30am BREAK
10:30am - 12:00pm Session 2. | ORGANIZING FOR GROWTH
● Where does the responsibility for innovation lie within your organization?
● Maintaining current revenue streams
● Key steps to creating new revenue growth
● Why corporate venturing?
● Defining a structure for new revenue growth
12:00pm - 1:00pm LUNCH
1:00pm - 2:00pm Session 3 | TARGETING A MARKET FOR GROWTH
● Setting growth objectives
● The growth thesis
● Market selection filters
● The growth market pipeline
2:00pm- 2:15pm BREAK
2:15pm - 3:30pm Session 4 | CREATING THE GROWTH PLAN
● Customer needs - getting the job done
● Opportunities for growth - getting it done better
● Segments of opportunity - don’t compete on price
● Willingness to pay to get the job done
● Constructing the big idea
● Forecasting revenue growth
3:30pm - 3:45pm BREAK
3:45pm - 5:00pm Session 5 | THE GROWTH PLAN
● Growth plan review - an actual growth plan will be presented
5:15 - 6:30 NETWORKING RECEPTION
*** Participants will be required to review materials and notes from Day One and develop issues and discussion points for Day Two
April 12, Day Two: FORMULATE A PRODUCT STRATEGY
7:30am – 8:00am CONTINENTAL BREAKFAST
8:00am - 8:45am DISCUSSION: Review of Day-One Issues
8:45am - 10:00am Session 6 | MARKET DEFINITION EXERCISE
● Define a market around the job-to-be-done
● Create a job map
10:00am - 10:15am BREAK
10:15am - 11:30am Session 7 | CUSTOMER OPPORTUNITY EXERCISE
● Identify customer needs
● Identify emotional jobs
● Identify related jobs
11:30am - 12:30pm LUNCH
12:30pm - 1:45pm Session 8 | STRATEGY FORMULATION EXERCISE
● Define the innovation strategy
● Define the market and product strategy
● Define a messaging strategy
1:45pm - 2:00pm BREAK
2:00 - 3:15 Session 9 | WRAP UP
● The innovation process
● The growth structure
● Expanding core markets
● Identifying and building new markets
3:15pm - 4:00pm Q&A
4:00pm Seminar Concludes
This seminar is aimed at decision makers in all industries who are responsible for growth and can impact the way their business goes about devising, evaluating, and approving new products. This includes vice presidents, directors, and senior managers in marketing, strategy, corporate development, corporate venturing, R&D, product engineering, business development, and innovation management.
“Your two-day workshop was one of the most productive seminars I've attended. Many so-called experts preach a theory for innovation, with little practical experience. I was encouraged
by your experience with implementing the process.”
John Roche, Ingersoll Rand
“The value of ODI analysis goes far beyond new product development. Other strategic
uses: obsolescence planning, technology development strategy, and BD&L inbound and
outbound. ODI is a strategic tool which should be used to direct where a company allocates
John Leach, Covidien
"The ODI approach enabled us to pull a valuable offering together and reframe our marketing
message from an upgrade offering to a PC lifecycle management offering. Growth is not
always about finding 'big-bang' new ideas."
Dave Wasch, Microsoft
“Tony’s presentation style, knowledge, data, and examples to back it up were
Michael Irving, Product Development Core Team Leader, A-Dec
Dates: The workshop will be held April 11-12, 2013. Registration and continental breakfast begins at 7:45 a.m. on Day 1; session begins at 8:30a.m. and concludes at 4:00p.m. on Day 2.
Fee: $1995/person. Fee includes all program materials, luncheons, continental breakfasts, networking reception, and refreshment breaks.
No-Risk Guarantee – Your satisfaction is 100% guaranteed – money back or credit. If you’re not satisfied with the quality of this program, please let us know in writing, and we’ll refund your registration fee.
Cancellations/Substitutions: You may send a substitute attendee in your place at any time with no penalty (please inform us in advance if possible). Cancellations made within five business days of the event are subject to a $500 administration fee OR the full fee can be credited towards a future purchase. No-shows are liable for the full fee.
Venue: The workshop will be held at the Summit Executive Centre, 205 N. Michigan Ave, 10th Floor, Chicago, IL, a world-class facility designed for corporate learning – features include ergonomic leather armchairs, state-of-the-art audiovisual technology and exceptional service.
Accommodations: If a sleeping room is needed, we recommend the Comfort Suites, 320 Michigan Avenue, Chicago, Illinois www.comfortsuiteschicago.com -- a boutique hotel located directly across the street from Summit Executive Centre. The hotel offers all suites, complimentary WI-FI, complimentary full-American breakfast and business/fitness centers. Discounted room rate: $169.00 (plus tax, 16.4%). Limited block available – reserve early. Please make reservations directly with Patrick Kennedy 312-204-6902 or firstname.lastname@example.org. For other hotel suggestions, please call Management Roundtable at 800.338.2223.
Workshop Attire: Business Casual
Or register by phone:
Call 1-800-338-2223 or 781-891-8080 (9:00am - 5:30pm EDT)
This session can be brought directly to your site. Benefits include:
Contact 781-891-8080 for more information and price quote.