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2 - D A Y  W O R K S H O P
8 Steps to Predictable Innovation —
Using Outcome-Driven Thinking to Create Breakthrough Products & Services

 Dates & Location:
 November 5-6, 2007 / Chicago

— Agenda / Course Outline —

Day One

7:45 – 8:30 Registration & Continental Breakfast
8:30 – 9:45 Session I.
Formulating the Innovation Strategy
  • The fundamentals of outcome-driven innovation
  • 4 paths for growth and innovation
  • Where to create value in the value chain
  • The impact of innovation strategy on gathering customer inputs
9:45 – 10:15 Team Exercise
Marketing Strategy—Considering the Options
10:15-10:30 Refreshment Break
10:30-12:00 Session II.
Capturing the Inputs into Innovation
  • Customer requirements: let’s agree on what they are
  • Why the literal “voice of the customer” should be silenced
  • The real inputs into innovation – jobs, desired outcomes and constraints
  • When to use focus groups, observational research, one-to-one interviews, lead-user interviews and other research methods
  • Basic rules for collecting jobs, outcomes and constraints
12:00-1:00 Lunch
1:00-2:00 Session III.
Prioritizing Opportunities for Value Creation
  • Why simple data collection methods work in the outcome-driven world
  • Using the opportunity algorithm
  • Identifying opportunities for disruption
  • Identifying opportunities for value creation
  • Where Kano went wrong
  • Why QFD fails to deliver – the wrong tool for the job
2:00-2:15 Refreshment Break
2:15-3:15 Session III.
Prioritizing Opportunities for Value Creation...

Team Exercise
Collecting and Prioritizing Jobs & Desired Outcomes

3:15-3:30 Refreshment Break
3:30-4:45 Session IV.
Segmenting for the Purpose of Innovation
  • Segmentation history
  • Why traditional methods must fail
  • Using outcome-based segmentation
    1. Keys to success
    2. Discovering segments of opportunity
    3. Examples of new discoveries
4:45-5:00 Q&A
5:15-6:30 Networking Reception
Evening Review materials & notes from Day One

Develop issues and discussion points for Day Two

Day Two

7:15 – 8:00 Continental Breakfast
8:00 – 8:45 Discussion:
Review of Day One Issues
8:45-10:15 Session V.
Targeting Opportunities for Value Creation
  • All opportunities are not created equal
  • Understanding the targeting variables e.g., short-term, long-term, technology platform, etc.
  • Devising “themes around which to create value
  • Formulating a strategy to address newly found opportunities

Team Exercise
Where to Create Value

10:15-10:30 Refreshment Break
10:30-11:30 Session VI.
Positioning, Branding, Messaging and Selling
  • Using outcome-driven data to sell more products
  • Defining the value proposition
  • Creating a “purpose brand”
  • Getting the message right
  • Making the sales force outcome-driven – outcome-driven selling
11:30-12:30 Lunch
12:30-1:15 Session VII.
Prioritizing the Development Pipeline
  • Why projects are hard to kill
  • Identifying what projects deserve an early death
  • Giving high priority to ideas that address opportunities
  • Balancing resources for optimal value creation
1:15-1:45 Team Exercise
Prioritizing Projects
1:45-2:00 Refreshment Break
2:00-3:15 Session VIII.
Creating & Testing Breakthrough Product Ideas
  • Why traditional brainstorming fails to deliver
  • Focused brainstorming – a new ideation method
  • The Customer Scorecard – a new method for concept testing
  • The science of devising breakthrough solutions
3:15-4:00 Session IX.
Implementation—Overcoming Obstacles and Q&A
  • Why good ideas fail to make it into the product plan
  • Using outcome-driven data to sell your ideas within the organization
  • Keys to success – common pitfalls
4:00 Workshop Adjourns

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Includes program materials, luncheons, continental breakfasts, networking reception, and refreshment breaks...more info

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This workshop is limited to 50 participants - early registration is advised