2nd JTBD MASTER CLASS - Strategy

Advanced Strategy Workshop on Putting Jobs-to-be-Done Theory into Practice with Outcome-Driven Innovation ® to Formulate a Winning Growth Strategy.

For the first time, there are two parallel streams in German and English.

Get to know the principles of Jobs-to-be-Done thinking according to the five steps of the Outcome-Driven Innovation® process in this 1-day strategy workshop. The focus will be on two topics "How to Define the Market" and "How to use the data model to Formulate a Winning Growth Strategy".

For each step, Martin Pattera (Edizon) and Petr Salz (Strategyn) will hold a theoretical lecture, followed by real-life examples. Edizon and Strategyn have worked with hundreds of companies and have taught thousands of people the power of JTBD and ODI. 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 strategy workshop will give you new insights for your strategic planning process and product development. Furthermore it will support you to plan for the future. It will help you to understand your existing customers and to develop product or service offerings they really want.

Attendees will receive the "Level 2 Certificate JTBD+ODI Foundation".


What you will learn:

  • Experience Outcome-Driven Innovation as a strategy and innovation process based on JTBD principles
  • Learn how to define the right growth strategy based on true customer needs
  • Formulate evidenced-based strategies using ODI and the JTBD Growth Strategy Matrix
  • Create a customer-centric organization with ODI
  • How to create a roadmap with innovations ranging from modifications to new solutions which will increase your market share
  • Newest concepts and latest thinking that correspond with JTBD pioneer and inventor Tony Ulwick
  • Bring back a unifying innovation vocabulary that will catalyze growth

What you will get:

  • Advanced knowledge of the ODI process
  • Practical exercises and industry examples
  • Get hands on experience applying the concepts
  • All attendees gat a copy of Tony Ulwicks latest book
  • Level 2 JTBD + ODI Foundation


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

June 18, 2020, 9:00 a.m – 5:00 p.m.
Ticket: EUR 1,190
Early bird ticket: EUR 830 (until April 18, 2020)

Prices excl. 20% VAT.
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:

  • To sign up please write an E-Mail to info@edizon-innovation.com with your name, job title and company name. Please give us a note, if you want to join the German or the English stream.
  • Registration starts at 8:30 a.m.
  • Lunch and snacks will be served
  • Dress is corporate casual
  • Don’t forget to bring your business cards to share with your innovation peers


See the impressions of our 1st Master Class on October 24, 2019.

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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