18. - 19. Oct, 2023
Pöttinger Landtechnik GmbH (Grießkirchen, Austria)
2-day strategy workshop

JTBD Master Class Advanced 2023

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.

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

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.

will be announced soon.
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.

  • October 18-19, 2023
    October 18: 9:00 a.m – 6:00 p.m. (CET)
    October 19: 8:30 a.m – 4:00 p.m. (CET)


PÖTTINGER Landtechnik GmbH
Industriegelände 1
4710 Grieskirchen


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


JTBD + ODI "Experience"


ticket price excl. 20% VAT
2-day Ticket
€ 1,490
Register Now

What will you 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 will you 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”

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

Get an insight into previous JTBD Master Classes Advanced: The fourth JTBD Master Class Advanced from October 05-06, 2022 was held at the Autostadt in Wolfsburg, Germany and centered around a best practice case in the environment of Volkswagen Group.


The third JTBD Master Class Advanced was held 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.


Choose your ticket ticket price excl. 20% VAT
€ 1,490
2-day Ticket
Participate in a group of 3, pay for 2!
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.

Please accept Google Recaptcha (External Media) to use this form


Please accept Google Recaptcha to use this form

Please accept Google Recaptcha to use this form

Anrede: *    
Nachname: *    
Firma: *