The Jobs-to-be-done Hierarchy
What is Jobs-to-be-done Jobs-to-be-done (JTBD) is a great concept helping to create innovation strategies, new products and value propositions which people find meaningful and [...]
Lean front-end innovation
From a workshop with Marco de Polo from the Roche New Concept Incubator in Silicon Valley When it comes to innovation design, there is the wrong way, [...]
The concrete wins over the abstract
All companies that have been in business for some years say they know the needs of their customers. They mention needs like «quality», «flexibility» or «service» as [...]
Letter to a customer insight
Dear Customer Insight! I finally want to thank you. We have been knowing each other for more than 35 years. Today, everybody is acquainted with you. If [...]
From insight to growth – it‘s the customers who set the rules
To grow in a market, a company needs products that offer either greater value or a lower price. From a financial perspective, the former is more attractive. [...]