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JTBD Institute Europe

Our mission is to increase and convey knowledge on the Jobs-to-be-Done theory and the Outcome-Driven Innovation® process, to empower innovators in creating valuable solutions that people love. The mission can be broken down into four specific “jobs”:

  • Convey knowledge on customer centric innovation with JTBD+ODI through blogs, trainings and publications,
  • Facilitate a cross-industry community of innovators on customer-centric innovation with JTBD+ODI through online and personal networking channels,
  • Appreciate achievements in JTBD+ODI knowledge transfer through certificates, 
  • Increase knowledge on customer centric innovation with JTBD+ODI through research with Tony Ulwick and scientists.

Different target groups receive individual knowledge in different formats:

  • JTBD Webinar
  • JTBD Sprint
  • JTBD Summit with Level 1 Certificate JTBD+ODI Entry
  • JTBD Master Class with Level 2 Certificate JTBD+ODI Foundation
  • JTBD Best Practice Class with Level 3 Certificate JTBD+ODI Application

Jobs-to-be-Done with ODI delivers customer-centric growth strategies for the following topics:

  • Innovation Strategy
  • Product Strategy
  • Market Strategy
  • New Business Strategy
  • Digitalization Strategy
  • Customer-Experience Strategy
  • Application Strategy

Participate and develop your organization into a customer centric and job-based organization.
Here you can find the Terms & Conditions for our events.

Download the JTBD Institute Program 2020
JTBD Webinar , 29. Jan, 2020

JTBD WEBINAR - Introduction

1-hour online Introduction on putting Jobs-to-be-Done Theory into Practice with Outcome-Driven Innovation® Get an introduction to the Jobs-to-be-Done and Outcome-Driven Innovation® framework and …

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JTBD Sprint , 26. Feb, 2020

JTBD SPRINT - Introduction

3-hour Training on putting Jobs-to-be-Done Theory into Practice with Outcome-Driven Innovation® Get an introduction to the Jobs-to-be-Done and Outcome-Driven Innovation® framework and its …

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Books & Papers

Learn more about Jobs-to-be-Done and Outcome-Driven Innovation®. Download the latest book, White Papers and Articles in the original version from Strategyn with an abstract vom Edizon.

Overview
Anthony W. Ulwick

What Customers
Want

In a book that challenges everything you have learned about being customer driven, internationally acclaimed innovation leader Anthony Ulwick reveals the secret weapon behind some of the most …

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Lance A. Bettencourt and Anthony W. Ulwick

The Customer-Centered Innovation Map

People “hire” products and services to get jobs done. They will choose those products and services that help them get a job done better and/or more cheaply. Understanding …

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Anthony W. Ulwick

What is Innovation?

Jobs-to-be-Done is best defined as a perspective — a lens through which you can observe markets, customers, needs, competitors, and customer segments differently, and by doing so, make …

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Sarah Miller Caldicott

What Would Edison Say?

Written by the great-grandniece of Thomas A. Edison, this article examines the basic paradigms and the approach to innovation of one of the greatest minds in history. Edison …

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ANTHONY W. ULWICK

Turn Customer Input into Innovation

This article explains why listening to the “voice of customer” is not enough and presents a better approach to turn customer input into innovation. It points out that …

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Study

Innovation-Track-Record Study

Companies have a five times higher success rate in their innovation activities when they use Outcome-Driven Innovation® (ODI). This is the result of an independent research study Strategyn …

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Anthony W. Ulwick

Outcome-Driven Innovation

Companies often fail in their innovation initiatives because they lack one fundamental prerequisite for innovation success: they are not able to create real customer value. The problem behind …

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Anthony W. Ulwick

Jobs-to-be-Done
Theory to Practice

Free Download of Tony Ulwick’s latest book. Why do so many innovation projects fail? What are the root causes of failure? How can they be avoided? Since 1990, …

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Anthony W. Ulwick

Building a Customer Centric Culture of Innovation

Customer orientation is not a novelty to managerial practice but there are still exceedingly few companies to be truly customer centric. In customer centric organizations, everyone across the …

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Anthony W. Ulwick and Perrin Hamilton

The JTBD Growth Strategy Matrix

This article provides a new perspective on understanding innovation strategies and deciding with strategy (or strategies) a company should pursue for entering new markets as well as for …

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Do you want to uncover what your customers really want?

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