16. - 17. Sep, 2020, 08:30 / online - live

Basic training on putting Jobs-to-be-Done theory into practice with Outcome-Driven Innovation® to formulate a winning growth strategy.
Edizon and Strategyn have worked with hundreds of companies and have taught thousands of people the power of JTBD and ODI.

Special Topic: “How to prioritize your innovation pipeline based on customer needs and minimize the R&D risks”.

Get to know the principles of Jobs-to-be-Done thinking according to the five steps of the Outcome-Driven Innovation® process in this 2×0,5-day online live strategy workshop. The workshop will go through all ODI steps.

The following contents are covered:

  • Intro JTBD/ODI foundation
  • 5 steps overview
  • ODI framework overview
  • Step 1: market definition
  • Step 2: core job/outcomes in detail, life interview demo
  • Step 3: opportunity landscape
  • Step 4: segmentation
  • Step 5: overview application areas

For each step, Martin Pattera (Edizon) and Petr Salz (Strategyn) will hold a theoretical lecture, followed by real-life examples and example exercises. The German session will be held by Martin Patterra (Edizon) and Oliver Ratschka (Edizon).

You will learn how to deal with the new context of COVID-19 and what the effects on customer needs are. Furthermore, you will learn how to develop digital and disruptive strategies.

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 for the future. It will help you to understand your existing (and new) customers and to develop product or service offerings they really want.

Attendees will receive the Certificate JTBD+ODI “Understand”.
Bonus feature for corporates: On request, free 30-minutes 1-to-1 call with Martin Pattera after the training. Simply send an email to to arrange a call.

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
  • Bring back a unifying innovation vocabulary that will catalyze growth

What you will get:

  • Basic 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
  • All attendees get a download copy of Tony Ulwicks latest book
  • Certificate JTBD+ODI “Understand”


  • C-Level Manager
  • Head of Strategy
  • Head of Product Management
  • Strategic Product Manager
  • New Business Development
  • Digital Transformation Manager
  • Market Researcher
  • Head of R&D
  • Strategic Marketing Manager
  • Innovation Manager


  • September 16-17, 2020
    Sept. 16: 8:30 a.m. – 12:30 p.m. (CET) English
    Sept. 17: 8:30 a.m. – 12:30 p.m. (CET) English

Online live (CET)

EUR 790 online price (normal price EUR 1,190)
Prices excl. 20% VAT.

Special offer 2+1: Participate in a group of 3, pay for 2! (please add this in the field for Remarks)

Seats are limited. Please book early to guarantee a spot.
Limited seats and different pricing for service providers and consultants. Please contact us for an offer.

Other Details:

  • Please give us a note, if you want to join the English or German stream.

See the impressions of our JTBD Virtual Master Class Basic on June 17 and 18, 2020.

Petr, what will attendees learn in this JTBD Master Class?

In our JTBD Master Class you will learn to look at a market through a Jobs-to-be-Done lens. You will discover that if you really want to innovate, your unit of analysis should no longer be the product your company makes or the services it provides. It’s about the job the customer is trying to get done. Are you able to provide a product or a service that will help your customers get that job done faster and more effectively? Or even better, are you able to create a roadmap with innovations ranging from product/service modifications to solutions that are new to the world that your customers really want?
During the JTBD Master Class you will experience Outcome-Driven Innovation® as a customer-centric, data-driven approach and innovation process that makes innovation measurable and predictable. We will go deep into the methodology and its application.
To get the most benefit from this JTBD Master Class, I invite you to bring your questions and innovation challenges. I look forward to meeting you in Vienna.

    Do you want to uncover what your customers really want?

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