2nd JTBD BEST PRACTICE CLASS - Strategy + Application

Advanced training on putting Jobs-to-be-Done into Practice with Outcome-Driven Innovation®

Get to know the principles of Jobs-to-be-Done thinking according to the five steps of the Outcome-Driven Innovation® process in this 2-day workshop. The workshop will go through all ODI steps in detail and will be held at Roche which has already executed ODI projects.

For each step, Edizon Managing Partner or Innovation Strategist will hold a theoretical lecture, followed by real-life examples and example exercises. Marco De Polo, Global Head Strategic Insights & Open Innovation, will then share his experiences, learnings and best practices. Additionally, you will listen to and learn from other innovation leaders attending the event as they discuss innovation challenges they face.

Attendees will receive the "Level 3 Certificate JTBD+ODI Application".


What you will learn:

  • Experience Outcome-Driven Innovation as a strategy and innovation process based on JTBD principles
  • Learn how to practically uncover customer needs in interviews
  • Create a jobs-based needs framework including job map, desired outcomes, emotional and related jobs with ODI
  • Learn how to define the right growth strategy based on true customer needs
  • Formulate a growth strategy for your own business with ODI
  • Learn how to create a customer-centric organization with ODI

What you will get:

  • Advanced knowledge of the ODI process
  • Practical exercises, industry examples, and case study
  • Challenges and best practices from case study
  • Level 3 JTBD + ODI Application


  • Head of Product Management
  • New Business Development
  • Digital Transformation Manager
  • Market Researcher
  • Strategic Product Manager
  • Head of R&D
  • Strategic Marketing Manager

Dates & Location:

October 21-22, 2020
21 October 9:00 a.m. – 6:00 p.m.
22 October 8:30 a.m. – 4:00 p.m.

Location: Switzerland/Germany (tba)


2-day ticket: EUR 1,490
Early bird ticket: EUR 1,040 (until Aug 21, 2020)
Prices excl. 20% VAT.

Limited seats and different pricing for service providers and consultants. Please contact us for an offer.

Other details:

  • To sign up please write an E-Mail to info@edizon-innovation.com with your name, job title, company name and VAT number of your company.
  • Registration starts at 8:30 a.m.
  • Lunch and snacks will be served
  • Dress is corporate casual
  • Don’t forget to bring your business cards to share with your innovation peers

Marco De Polo about Jobs-to-be-Done

“Edizon’s Outcome-Driven Innovation approach finally allowed us to truly understand what customers are trying to achieve, independent of any solutions. Edizon opened our eyes regarding the ultimate unit of measure to identify growth opportunities and growth strategies: the jobs and outcomes customers are trying to get done that then define the opportunity landscape.”

Marco will give more insights in our JTBD BEST PRACTICE CLASS on October 21-22, 2020.

What is your best advice regarding ODI implementation?

“Identify an urgent and important business challenge or business objective – then prove that an ODI like investment can do the job better, faster, more effective – focus on a “quick win” with clear metrics – most importantly: build allies and establish a compelling, “emotional” story with a mission that people want to be part of it.“

How did you measure success of ODI, while scaling up and now on an ongoing basis? What is the impact of ODI on your return on innovation?

“We reduce wasted $ because we have clear priorities for who to create value for (customer value and business value).“

Marco De Polo is Global Head Strategic Insights & Open Innovation at Roche Diagnostics.

Marco und Martin Best Practice Class

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