05. - 06. Oct, 2022, 09:00 / Autostadt, in Wolfsburg (Germany)
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 cases in the environment of Volkswagen Group.

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 Innovate Mobility and Create Measurable Value For People”.

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 the “Autostadt” in Wolfsburg. Language is English.

For each step, Martin Pattera (Edizon) will hold a theoretical lecture, followed by real-life examples and example exercises.
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 evidence-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 a specific case study
  • 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”
  • Scheduled tour in the “Autostadt”
  • October 05-06, 2022
    October 05: 9:00 a.m – 6:00 p.m. (CET)
    October 06: 8:30 a.m – 4:00 p.m. (CET)


38440 Wolfsburg


  • 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 1.390
    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 at 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. 
  • Dress is corporate casual
  • Don’t forget to bring your business cards to share with your innovation peers

Get an insight into our previously held third JTBD Master Class Advanced at Worthington Industries in Gaming, Austria! From October 13-14, 2021, participants from Austria, Germany, Switzerland and the Netherlands gained profound knowledge about the Jobs-to-be-Done theory using the Outcome-Driven Innovation® (ODI) process.


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