Innovation Boost with Jobs-to-be-done@Scale

Due to the amount of information, we are increasingly losing the ability to be innovative and to recognize market trends early enough to be able to react to them. While companies focus on themselves, they fail to recognize how many processes and hurdles were built up during growth that slow down this innovation. These processes that are supposed to protect us prevent us from responding quickly to customers and their needs and truly driving innovation forward. 

The livelihood of companies is to provide solutions that get the job done for our customers, the “job-to-be-done” (JTBD), as we call it. Unfortunately, too often processes are introduced to stabilize our growth. In order to maintain control, as we scale our organization, we often lose touch with changing customer needs and unfortunately only skim the surface of what we could achieve. Understanding multiple dimensions of the requirements requires thorough and rapid understanding building. Parallelizing the work with a very clear focus helps us so as not to lose sight of the goal. The JTBD theory and outcome-driven innovation (ODI) help us here. We would like to take you on this journey in the workshop and let you experience the approach so that the theory we show can also be anchored in practice. 

In this session Thoralf will show why it is important to ask yourself these questions and to understand the various dimensions of customer needs in depth. The diverse knowledge and expertise of our teams helps us in this, and at the same time makes an important contribution to this approach. 

Key takeaways 

You will apply JTBD@Scale practically, deal with customer needs and develop needs in different teams, independently but coordinated, in order to then agree on the relevant needs.