13. - 14. Oct, 2021, 09:00 / Worthington Cylinders GmbH I Kienberg near Gaming I Austria
Advanced training on putting Jobs-to-be-Done theory into practice with Outcome-Driven Innovation® to formulate a winning growth strategy, with industry best practice of our customer Worthington Industries.

Edizon Innovation and Strategyn have worked with hundreds of companies and have taught thousands of people the power of JTBD and ODI. 

Special Topic: “How to build the bridge between corporate digitalization strategy and product strategy”.

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 strategy workshop. The workshop will take place at our customer Worthington Industries in Kienberg near Gaming (Austria), which has already carried out ODI projects with Edizon.

To be best prepared we have a special extra for our attendees: A free 4-weeks-access to our JTBD E-Learning program. Use the 2 weeks before the Master Class Advanced to prepare for it and to get basic knowledge. By doing so, we can dive much deeper into the methodology and exercises during the Master Class. All attendees can use the 2 weeks after the event for consolidation of what has been learned.

For each step, Martin Pattera (Edizon) will hold a theoretical lecture, followed by real-life examples and example exercises.
Timo Snoeren, Vice President Sustainable Energy Solutions, Markus Gruber-Petricone, Project Manager & Market Analyst, and Mark Jackson, Director, will then share their experiences, learnings and best practices at Worthington Industries.
Additionally, you will listen to and learn from other innovation leaders attending the event as they discuss innovation challenges they face. Bring your own questions and innovation challenges!

This workshop will give you new insights for your strategic product planning and product development. Furthermore, it will support you to plan the future. It will help you to understand your existing (and new) customers and to develop product or service offerings they really want.

What you will learn:

  • Experience Outcome-Driven Innovation as a strategy and innovation process based on JTBD principles
  • Learn how to define the evidenced-based growth strategy based on true customer needs
  • Create a customer-centric organization with ODI
  • Newest concepts and latest thinking that correspond with JTBD pioneer and inventor Tony Ulwick
  • Learn how to practically uncover customer needs in interviews
  • Map a jobs-based market eco-system
  • Create a jobs-based needs framework including job map, desired outcomes, related, emotional, financial, and consumption chain jobs with ODI
  • How to generate ideas based on unmet needs with creativity triggers
  • How to create a roadmap with innovations ranging from modifications to new solutions which will increase your market share

What you will get:

  • Advanced knowledge of JTBD theory and the ODI process
  • Get hands on experience applying the JTBD theory and the ODI process
  • Real-life examples and practical exercises
  • Challenges and best practices from case study Worthington
  • Q&A session and the possibility to discuss your questions with other executives
  • All attendees get a copy of Tony Ulwicks latest book
  • Certificate JTBD + ODI “Experience”
  • October 13-14, 2021
    October 13: 9:00 a.m – 6:00 p.m. (CET)
    October 14: 8:30 a.m – 4:00 p.m. (CET)

Worthington Cylinders GmbH
Beim Flaschenwerk 1
3291 Kienberg near Gaming



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


  • 2-day Ticket: EUR 1.290
    excl. 20% VAT

Special offers:

  • 2+1: Participate in a group of 3, pay for 2! (please add this in the field for Remarks)
  • JTBD Training Packages: Book 2 charged JTBD trainings at once and get -20% discount for each (also valid for JTBD E-Learning). You already attended a training of our JTBD Institute? Get -20% discount for each JTBD training within 1 year.

Seats are limited to 20. Please book early to guarantee a spot.

This is an exclusive event for corporates only. Service providers and consultants are asked not to participate.

Prices excl. 20% VAT.

Other details:

  • In order to participate the event, it is not necessary that you have attended the Master Class Basic before. All registrants will get a 4-week access to our JTBD E-Learning 2 weeks before the event.
  • Registration starts at 8:30 a.m.
  • Regarding COVID-19, please note that the 3-G-rule (3 means of verification that you are not infected: evidence of a vaccination, a current test, or recovery) and/or the currently valid regulations apply at our events. Hand disinfectants will be provided for you. 
  • Dress is corporate casual
  • Don’t forget to bring your business cards to share with your innovation peers
  • For your overnight stay we recommend the Schlosshotel Kartause Gaming. When booking on the website please specify “Edizon” in the comment field

Timo Snoeren about Jobs-to-be-Done

“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.”

Together with his colleagues, Timo will give more insights in our JTBD MASTER CLASS ADVANCED on October 13-14, 2021 at Worthington Industries in Gaming, Austria.

    Do you want to uncover what your customers really want?

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