21. Oct, 2020, 09:00 / Mannheim, 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 from Roche.

Edizon Innovation and Strategyn have worked with hundreds of companies and have taught thousands of people the power of JTBD and ODI.
Learn how to strategically align the efforts of marketing, sales, development and R&D with customer needs. 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 go through all ODI steps in detail and will be held at Roche Diabetes Care which has already executed ODI projects.

The following contents are covered:

  • Intro JTBD/ODI foundation
  • 5 steps overview
  • ODI framework overview
  • Step 1: market definition, market eco-system mapping
  • Step 2: core job/outcomes in detail, related/emotional/financial /consumption chain jobs in detail, life interview demo
  • Step 3: opportunity landscape
  • Step 4: segmentation
  • Step 5: overview application areas, market strategy, focused ideation
For each step, Edizon Innovation Managing Partner or Innovation Strategist will hold a theoretical lecture, followed by real-life examples and example exercises.
Marco De Polo, Global Head Strategic Insights & Open Innovation, Roche Diabetes Care will then share his experiences, learnings and best practices.
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.

Attendees will receive the Certificate JTBD+ODI “Experience”.

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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 Roche
  • All attendees get a copy of Tony Ulwicks latest book
  • Certificate JTBD + ODI “Experience”


  • Head of Product Management
  • New Business Development
  • Digital Transformation Manager
  • Market Researcher
  • Strategic Product Manager
  • Head of R&D
  • Strategic Marketing Manager
October 21-22, 2020
  • October 21: 9:00 a.m. – 6:00 p.m.
  • October 22: 8:30 a.m. – 4:00 p.m.

Roche Diabetes Care, Germany

2-day ticket: EUR 1,490
Early bird ticket: EUR 1,040 (until Aug 21, 2020)
Prices excl. 20% VAT.
Prices are without hotel.

Special offer 2+1: Come 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:

  • 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
  • In order to participate the event, it is not necessary that you have attended the Master Class Basic before.

Marco De Polo about Jobs-to-be-Done

“Edizon’s Outcome-Driven Innovation approach finally allowed us to truly understand what customers are trying to achieve, independent of any solutions. Edizon opened our eyes regarding the ultimate unit of measure to identify growth opportunities and growth strategies: the jobs and outcomes customers are trying to get done that then define the opportunity landscape.”

Marco will give more insights in our JTBD MASTER CLASS ADVANCED on October 21-22, 2020.

What is your best advice regarding ODI implementation?

“Identify an urgent and important business challenge or business objective – then prove that an ODI like investment can do the job better, faster, more effective – focus on a “quick win” with clear metrics – most importantly: build allies and establish a compelling, “emotional” story with a mission that people want to be part of it.”

How did you measure success of ODI, while scaling up and now on an ongoing basis? What is the impact of ODI on your return on innovation?

“We reduce wasted $ because we have clear priorities for who to create value for (customer value and business value).”

Marco De Polo is Global Head Strategic Insights & Open Innovation at Roche Diagnostics.

Marco und Martin Best Practice Class

Do you want to uncover what your customers really want?

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