Beyond the Pitch

Innovate Like a Pro: Find & Address Your Target Customers’ Important, Unsatisfied Needs

When: 9:00am
Where: 8000 Walton Parkway, Suite 200 - New Albany, Ohio


Part of TIGER Workshops Series:

Many entrepreneurs and business leaders struggle with how to differentiate their offerings, innovate, and grow their businesses. Study after study shows that the key to effective innovation and growth is having a clear understanding of customers’ important unsatisfied needs.

The “Jobs to be Done” (JTBD) approach to innovation offers us a way to find and address target customers’ unmet needs and turn innovation into a predictable business process.

In this TIGER workshop, attendees will learn:

  • The essential elements of the Jobs-to-be-Done (JTBD) approach and why it is uniquely effective.
  • How to apply the JTBD approach to find and capitalize on the best opportunities in your market.
  • How to nail your value proposition before prototyping to avoid unnecessary iterations.

Urko Wood is Founder and President of Reveal Growth Consultants, Inc. which makes innovation and growth a predictable business process. For seven years prior to starting Reveal, Urko was a Strategy Advisor at Strategyn, a pioneer and leader of the “Jobs to Be Done” approach, and whose clients achieved an unprecedented innovation success rate of 86%. Urko is one of the co-inventors of Strategyn’s patented method for creating a market growth strategy.

Urko earned a BA from Kenyon College and an MBA in Marketing from the Wharton School at the University of Pennsylvania. He is a nationally distributed Contributing Writer on growth strategy for The Business Journals (including Columbus Business First), a certified Drexler/Sibbet Team Performance Facilitator, and a veteran of the U.S. Navy. In his spare time, Urko enjoys good food and conversation with friends and family.


9:30a – Networking & Coffee
10:00a – Workshop Begins
11:30a – Workshop Concludes & Networking Resumes

Cost: Free! (Coffee included)

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