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
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—
Agenda / Course Outline —
Day One |
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7:45 – 8:30 |
Registration & Continental Breakfast |
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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
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9:45
– 10:15 |
Team Exercise
Marketing
Strategy—Considering the Options |
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10:15-10:30 |
Refreshment Break |
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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
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12:00-1:00 |
Lunch |
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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
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2:00-2:15 |
Refreshment Break |
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2:15-3:15 |
Session III.
Prioritizing Opportunities
for Value Creation...continued...
Team Exercise
Collecting and
Prioritizing Jobs & Desired Outcomes |
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3:15-3:30 |
Refreshment Break |
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3:30-4:45 |
Session IV.
Segmenting for the Purpose
of Innovation
- Segmentation history
- Why traditional
methods must fail
- Using outcome-based
segmentation
- Keys to success
- Discovering
segments of opportunity
- Examples of new
discoveries
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4:45-5:00 |
Q&A |
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5:15-6:30 |
Networking
Reception |
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Evening |
Review materials &
notes from Day One
Develop issues and
discussion points for Day Two |
Day Two |
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7:15 – 8:00 |
Continental Breakfast |
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8:00 – 8:45 |
Discussion:
Review of Day One Issues |
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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 |
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10:15-10:30 |
Refreshment Break |
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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
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11:30-12:30 |
Lunch |
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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
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1:15-1:45 |
Team Exercise
Prioritizing
Projects |
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1:45-2:00 |
Refreshment Break |
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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
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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
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4:00 |
Workshop
Adjourns |
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Download Brochure |
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8SPI-Brochure.pdf |
Course Info |
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Registration Fee:
$1995/Person
Includes program materials, luncheons,
continental breakfasts, networking reception, and refreshment
breaks...more info
Register Now!
This workshop is limited to
50 participants - early registration
is advised
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