Why Innovation Fails with Tony Ulwick

This is by invitation-only event and is limited in numbers. Please register on Eventbrite; https://www.eventbrite.com/e/why-innovation-fails-with-tony-ulwick-tickets-440216799297 only if you plan to attend. It is an online event via Zoom and it is mandatory to have your camera on as this is a classroom setting.

Ireland/UK: 12 p.m.; - France: 1 p.m.; - Singapore: 8 p.m.
This is an invitation-only session and open to all my students and extended just to this meetup group.

95% of product teams don’t agree on what a customer “need” even is. This is the root cause of innovation failure and why most new products fail. To succeed at innovation, product teams must unite around a common language and understanding of customer needs. During this session, Tony will debunk myths that are preventing companies from making needed progress and show you how a jobs-to-be-done mindset can be used to define, capture, organize, and use customer need statements in a way that makes innovation far more predictable and profitable.

Tony Ulwick:
Tony is the pioneer of the Jobs-to-be-Done Theory, the inventor of the Outcome-Driven Innovation® (ODI) process, and the founder of strategy and innovation consulting firm Strategyn. Tony has applied his ODI process at some of the world’s leading companies and across nearly all industries to inform breakthrough innovations—achieving a success rate that is 5 times better than the industry average. Philip Kotler calls Tony “the Deming of innovation” and credits him with bringing predictability to innovation. Published in Harvard Business Review and MIT Sloan Management Review, Tony is also the author of best sellers What Customers Want and JOBS TO BE DONE: Theory to Practice.