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Our guest is Urko Wood, president and founder of Reveal Growth Consultants. He helps companies find and capitalize on the
best opportunities for innovation and growth using the “jobs-to-be-done” (JTBD) innovation approach. He promises to increase new product success rates 2 – 5 times over industry averages to over 80%. As you will see, a key aspect of his success is redefining common terms for innovation.
Urko states that if leadership teams want to drive innovation and growth as a repeatable business process, then they must establish a common language and process for innovation. This means getting clear about:
- What steps innovation entails and why executing them in the right sequence matters
- The difference between a customer need and a product/service solution
- The difference between innovation and creativity
- How to redefine your markets from the customers’ point of view, and more.
Here is a time stamp chart indicating topic location.
|0h 4m 16s||Why innovation does not start with a good idea|
|0h 5m 25s||“People don’t want to buy a ¼” drill; they want a ¼” hole!”|
|0h 7m 8s||Important unsatisfied needs are opportunities for innovation and growth|
|0h 13m 29s||What is a “customer need?”|
|0h 22m 10s||Change management and innovation|
|0h 25m 9s||How to redefine markets for innovation|
|0h 29m 29s||How to size a market for something that doesn’t exist yet|
|0h 37m 53s||How to know where value is migrating in a market|
|0h 41m 58s||“Stump the Prof:” Urko addresses two challenges|
|0h 46m 20s||Why Steve Jobs was so successful (note: Urko referenced wrong product)|
|0h 53m 2s||Innovation defined|
|0h 54m 41s||Debunking the misbelief that “customers cannot tell us what they want”|
|0h 59m 19s||3 “workhorse” growth strategies JTBD makes possible|
|1h 4m 44s||How to establish a valued and unique position in the market|
|1h 9m 53s||A simple way that any business can use to drive innovation and growth|
|1h 11m 17s||Impediments to innovation: conflating two experiments|
|1h 14m 45s||What Thomas Edison really was doing during his 10,000 failed experiments|
|1h 18m 50s||2 key questions that elicit customer needs in any conversation|
|1h 20m 42s||Another misconception: innovation is inherently risky|
For more information you can contact Urko at:
This show was brought to you by two sponsors:
- My free e-book MINDSET – 5 SIMPLE WAYS TO LOOK AT COMPLEX PROBLEMS and learn how to find a simple vantage point from which you can resolve challenges.
- “8 Steps From Chaos To Clarity and Calm: CEO Advanced Training” a course for business owners dealing with unforeseen problems that have surfaced as a result of success. For more information go to https://www.ctrchg.com/ceo-advanced-training/
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