JTBD Institute Europe

The mission is to increase and convey knowledge on Jobs-to-be-Done theory and the Outcome-Driven Innovation® process, to empower innovators creating valuable solutions that people love. Our mission can be broken down into four specific “jobs”:

  • Convey knowledge on customer centric innovation with JTBD+ODI through blogs, trainings and publications,
  • Facilitate a cross-industry community of innovators on customer-centric innovation with JTBD+ODI through online and personal networking channels,
  • Appreciate achievements in JTBD+ODI knowledge transfer through certificates, 
  • Increase knowledge on customer centric innovation with JTBD+ODI through research with Tony Ulwick and scientists.

Different target groups receive individual knowledge in different formats:

  • JTBD Webinar
  • JTBD Sprint
  • JTBD Summit with Level 1 Certificate JTBD+ODI Entry
  • JTBD Master Class with Level 2 Certificate JTBD+ODI Foundation
  • JTBD Best Practice Class with Level 3 Certificate JTBD+ODI Application

Participate and develop your organization into a customer centric and job-based organization.

JTBD Best Practice Class
June 6, 09:00 / Heidenheim, Germany

Jobs-to-be-Done in practice with ODI®

The JTBD BEST PRACTICE CLASS is a training which shows you how to uncover what customers really want and to implement innovations at the market and get the Level 3 Certificate JTBD+ODI Application. This Event takes place at Voith Paper in Heidenheim, Germany, as one case of Best Practice. Voith Paper is pioneer of paper manufacturing and is always optimizing the paper manufacturing process through constant innovations. Gerald Steiner, Vice President Digitization of Voith Paper, provides an insight into his experiences with JTBD. But also other sectors will be approached.

JTBD Master Class
October 24, 09:00 / Vienna, Austria

Jobs-to-be-Done in practice with ODI®

In this training, you learn how to transform your innovation process through Jobs-to-be-Done theory and Outcome-Driven Innovation® (ODI) and get the Level 2 Certificate JTBD+ODI Foundation.

Jobs-to-be-Done (JTBD) Theory is widely accepted as the future of innovation. In his most recent book, Clayton Christensen suggests that if you really understand the job your customer is trying to get done, your potential for success is almost guaranteed.
Learn together with your team how to guarantee your success. Martin Pattera will lead you through the core tenets of Jobs Theory and show you how to apply it in practice.

What you will learn

  • Dive into the methodology and get your questions answered
  • Learn the newest concepts and latest thinking
  • Get hands on experience applying the concepts
  • Bring back a unifying innovation vocabulary that will help catalyze growth
  • Formulate evidenced-based strategies using ODI and the JTBD Growth Strategy Matrix

This training will include both discussion of Jobs Theory and the practical application of the theory in your market. Martin and his team have worked with hundreds of companies and taught thousands of people the power of JTBD and ODI. 

Date and Location:
24 October 2019, 9 a.m – 5 p.m.

Hotel Hilton Vienna Plaza
Schottenring 11, 1010 Vienna, Austria


1 day ticket: EUR 1,190

Early bird ticket (until 31 August): EUR 830

To sign up please write an E-Mail to info@edizon-innovation.com with your Name, Company and Position.

Don’t forget to bring your business cards to share with your innovation peers.


Books & Papers

Learn more about Jobs-to-be-Done and Outcome-Driven Innovation®. Download the latest book, White Papers and Articles in the original version from Strategyn with an abstract vom Edizon.

Anthony W. Ulwick and Perrin Hamilton

The JTBD Growth Strategy Matrix

This article provides a new perspective on understanding innovation strategies and deciding with strategy (or strategies) a company should pursue for entering new markets as well as for …


Innovation-Track-Record Study

Companies have a five times higher success rate in their innovation activities when they use Outcome-Driven Innovation® (ODI). This is the result of an independent research study Strategyn …


Turn Customer Input into Innovation

This article explains why listening to the “voice of customer” is not enough and presents a better approach to turn customer input into innovation. It points out that …

Sarah Miller Caldicott

What Would Edison Say?

Written by the great-grandniece of Thomas A. Edison, this article examines the basic paradigms and the approach to innovation of one of the greatest minds in history. Edison …

Anthony W. Ulwick

What Customers

In a book that challenges everything you have learned about being customer driven, internationally acclaimed innovation leader Anthony Ulwick reveals the secret weapon behind some of the most …

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Anthony W. Ulwick

What is Innovation?

Jobs-to-be-Done is best defined as a perspective — a lens through which you can observe markets, customers, needs, competitors, and customer segments differently, and by doing so, make …

Anthony W. Ulwick

Outcome-Driven Innovation

Companies often fail in their innovation initiatives because they lack one fundamental prerequisite for innovation success: they are not able to create real customer value. The problem behind …

Anthony W. Ulwick

Building a Customer Centric Culture of Innovation

Customer orientation is not a novelty to managerial practice but there are still exceedingly few companies to be truly customer centric. In customer centric organizations, everyone across the …

Lance A. Bettencourt and Anthony W. Ulwick

The Customer-Centered Innovation Map

People “hire” products and services to get jobs done. They will choose those products and services that help them get a job done better and/or more cheaply. Understanding …

Anthony W. Ulwick

Theory to Practice

Free Download of Tony Ulwick’s latest book. Why do so many innovation projects fail? What are the root causes of failure? How can they be avoided? Since 1990, …


JTBD Summit
Europe 2019

Get a new perspective for innovation with Jobs-to-be-Done thinking and your “Level 1 Summit Certificate – JTBD + ODI Entry”. Use the interactive format and discussions to get in touch with innovation executives. Exchange your experiences on customer centric innovation.

On March 27, we will take you to one of the most beautiful places in Austria: Schönbrunn Palace. The next day we go up high. Over the rooftops of Vienna, we will show you how Jobs-to-be-Done allows you to completely redefine your perspective in Innovation Management.

Event Website

Do you want to uncover what your customers really want?

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