** Complimentary (no cost)

This Webinar repeats twice a month (on-going). The dates and times are below. Click a link to go the registration page. The Webinar agenda is at the bottom of this page.

Tuesday, March 6th, 2018 from 1pm-2pm (Eastern Standard Time)

Thursday, March 22nd, 2018 from 11am-12pm (Eastern Standard Time)

Where — Zoom online meeting platform

The root cause of many innovation failures is ambiguity around “customer needs” or “requirements”. Conventional market research methods like VOC and ethnography are slow, expensive, and are prone to error when used by non-experts. The Jobs-to-be-Done framework (JTBD) is a contemporary and inexpensive method for quickly and precisely defining the “value” that customers want from products and services. With a little education, anyone can use JTBD.

Dr. Michael S. Jordan

Michael is a partner at INNODYN (Innovation Dynamics), an Atlanta-based firm that provides consulting services and professional development solutions that accelerate successful innovation efforts. Dr. Jordan is the co-founder of the Entrepreneurship and Innovation Institute (ENI) at the Robinson College of Business at Georgia State University (GSU) and was the President of the Institute for Strategic Innovation prior to that. He is an experienced entrepreneur and business executive having been the CEO of six successful companies and two startups. He holds an MBA and a Doctorate in business from GSU, and is a certified Lean Six Sigma Master Black Belt (Kent State University).

What is a customer’s Jobs-to-be-Done? Watch this video.

This Webinar is a primer on Jobs Theory concepts and the job-to-be-done (JTBD) framework. Other Webinars build on this primer, focusing on the application of JTBD methods/tools. Topics covered in this Webinar include –

  • What is Jobs Theory and where did it come from?
  • Fundamental JTBD tenant: People and organizations execute jobs to make “progress” in their lives and businesses; nature of progress
  • Prime jobs, compound jobs, and job stacking (job tree)
  • A contemporary JTBD framework, the logic of progress, that progress that people vs. organizations want to make
  • Success outcomes (progress): functional, emotional and social dimensions
  • Job action (process): delineating job steps
  • Capturing and prioritizing customer value metrics (CVMs), defining the current values and target values for CVMs
  • How a customer’s circumstance give rise to Moments of Struggle (MoS); the value lifecycle and the dynamic nature of customer demand
  • Products/services as job solutions: product lifecycle jobs, platform-level solutions
  • How Jobs-to-be-done can dramatically increase innovation success!
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