We help you uncover what your customers really want. You will recognize hidden opportunities, understand customer needs to an unprecedented level of detail and translate that knowledge into successful strategies and concepts for growth with innovation. 

JTBD Product, Market or Innovation Strategy
Develop a direct-to-market growth strategy with a focus on all the services that contribute to supporting your customers’s Job-to-be-Done. Identify areas that are better served by your product and service offerings than by the competitors and identify gaps that are not addressed by existing products and services.

With the aim to get the whole job done on a single solution platform you will be able to create a business vision consisting of hardware, software and service components that fit together in a new delivery platform. This business vision informs product development, market communications and a long-term R&D roadmap.

We support you from the definition of your growth challenge to the specific implementation steps.

Customer Needs Analysis
Eliminate any ambiguity, misunderstandings and vague descriptions regarding the needs of your customers. Learn an entirely new vocabulary to define customer needs in a clear, communicable way that is free of solutions or specifications. Speak the same language across the entire company to work together to create growth with innovation across different functional areas.

Outcome-based Segmentation
Recognize the natural structure of your market and create market segments around specific customer needs. Discover hidden growth potential, even in seemingly saturated markets, by finding groups of customers willing to pay more to have their Job-to-be-Done implemented in a better way. Discover savings opportunities by finding customer groups that want a simpler solution.

Opportunity Discovery
Understand how customers measure value in your market. Discover and quantify customer needs that are not adequately met by existing service offers in your industry. Understand how your value proposition needs to be designed to excite customers.

Competition Analysis
View your competitors from the Jobs-to-be-Done perspective and identify their strengths and weaknesses in fulfilling actual customer needs.

Concept Development
Develop concepts for new products or services that offer significant added value to your customers. Channel your creative resources towards a clearly defined goal – the actual customer needs that are discovered in the Outcome-Driven Innovation® process.


Concept Tests
Compare existing ideas for innovation and concepts with the Jobs-to-be-Done perspective. At an early stage of product development, identify which concepts will be successful in the market – specifically those that offer much better performance where important customer needs are not sufficiently met for certain customer groups.

Innovation Management
Innovate your innovation process and develop a customer centric culture of innovation. Linked to the application of Jobs-to-be-Done and Outcome-Driven Innovation® to a relevant business challenge, we facilitate a common needs language and specific interventions to ensure your innovation management becomes a customer-centric growth engine.

In-house Training 
Implement the Jobs-to-be-Done perspective in your business. Based on a concrete Outcome-Driven Innovation® project, we offer customized training courses and in-house training sessions to permanently anchor the ODI process as an innovation process in your company.


Wolfram Nagel

Senior User Experience Designer / TeamViewer

“Visited one of Edizon’s workshops and absolutely enjoyed it. I learned a lot and got an even better idea of what ODI means and how to apply it in practice. Great discussions and insights – these were two very insightful days! Thank you for that.”

Simona Skerjanec

Life Cycle Leader / Ocrelizumab F. Hoffmann-La Roche AG

“I am a big fan of Outcome-Driven Innovation (ODI) as a methodology to help us better understand the customer needs. We’re asking them about what they truly know – their jobs. I’ve used it in different settings for various products and I was always able to uncover the important insights. These insights helped us develop more innovative solutions for our customers or position the product in the market segment with highly unsatisfied needs.”

Marco De Polo

Global Head Growth Acceleration - Insights & Open Innovation / Roche Diabetes Care

“Edizons’ 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.”

Peter Höllerbauer

Kompetenzzentrum Innovation & Produktenwicklung / Linz AG

“Wir haben schon verschiedenste Marktforschungen durchgeführt, aber Outcome-Driven Innovation® hebt sich deutlich von diesen ab, was Insight und Ergebnistiefe betrifft. Darauf können wir unsere Innovationsstrategie perfekt aufbauen.”

Mark Veldhoen

Innovation & Growth Analyst / Riwal

“Riwal wanted to understand the needs of construction site managers better when it comes to ‘enabling workers to work at height’. We had a couple of learnings about planning, monitoring work progress and safety management. The ODI method really opened my eyes and with the information’s about our customers’ needs we could address solutions to this needs in our digital rental platform.”

Andrea Wirth

Manager Product Planning & Market Research / Mitsubishi R&D Europe GmbH

“In more than 20 years of practice in (strategic market insights and) research targeted to product development I never came across such a valuable and constructive approach as Job-to-be-Done and Outcome-Driven Innovation. It is definitely a best practice to uncover actionable customer needs, to generate innovation and reveal business opportunities in the automotive industry.”

Robert Andexer

Head of Business Unit Door / Mayer & Co Beschläge GmbH

“Outcome-Driven Innovation® offered a whole new perspective on market definition, strategy building and innovation. An exact understanding of the actual customer needs on the basis of the ‘job’ of the customer is the heart of the procedure and the starting point for all decisions in the innovation process. That convinced us.”

Florian Schütz

New Business Development / Borealis

“First, we applied ODI & JTBD in New Business Development and are now integrating it group wide as one part of a market-driven innovation initiative.” 

Gerald Steiner

Vice President / Digitalization Voith Paper GmbH & Co. KG

“Using the Outcome-Driven-Innovation® methodology to enhance innovation within a digital context enabled us to identify the basis for possible digital solutions. Accepting core needs in order to find either a digital or non-digital solution to get the Job-do-be-Done is the first step for a successful innovation process. With Edizon we found the right partner to identify and quantify unmet customer needs in a structured way!”

Dr. Henning Bork

Director Strategy / ASM Assembly Systems

“Job-to-be-Done methodology helps ASM to open the aperture and refocus from Equipment (Product) based thinking to customer (job) centric thinking.”

Karl-Heinz Mayer

Director of Innovation Management / Eaton Industries

“We had a product ready and suddenly ‘the market disappeared’. To make sure this does not happen again we were looking for support and found Edizon. We already did some projects together and now we are doing internal trainings to implement ODI in our organization”

Timo Snoeren

Managing Director / Worthington Cylinders GmbH

“It’s easy to build a strategy once you have stable fundaments to build it on. Jobs-to-be-Done delivers those fundaments to build successful strategies.”

Florian Dahm

Strategic Marketing / PERI GmbH

“Peri is strongly committed to a customer centric approach in business development. Edizon actively helps us to introduce Jobs-to-be-Done as a common needs language. The Outcome-Driven Innovation process puts Jobs-to-be-Done into action and guides our business development on a cross-functional level, from strategy to product management, marketing and sales.” 

Zurich Insurance Company

Innovation Manager Customer Innovation / Zurich Insurance Company

“We are very satisfied with the ODI results and the quality delivered by Edizon. The results have helped us to prioritize the areas with the highest innovation potential.

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