Speaking on Innovation and New Product Development

Reducing Uncertainty and Risk for your next New Product Idea

Is your new product concept a great idea or a solution looking for a problem?

New product ideas come from various sources especially from new technology capabilities. But how do you know if customers will buy your new product? If a new product concept doesn’t deliver a better outcome or overcome a current constraint, then chances are the new product will fail.

In the early stages of product adoption, the market for the product does not yet exist so asking yet-to-be customers “what they think” about the product will provide little useful information. So how do you gain some understanding of the potential success of your product in the overall market?

Based on an actual case study of client work, this hands-on presentation will demonstrate:

  • How a “Jobs-To-Be-Done” marketing lens is used to understand what customers want.
  • How to create an initial business hypothesis that is tested and refined using iterative discovery based innovation and Voice-of-Customer research.
  • How to develop a Voice-of-Customer research strategy to validate and gain market insights of what customers really want even when customers aren’t fully aware of what they want.

You will learn the answers to the following questions:

  • Who should you talk to?
  • What questions should be asked?
  • How should you phrase the questions in order to get the most useful information?
  • How can you improve your questioning and listening skills to encourage customers to share their true thoughts?
  • How to analyze interview “data” to get actionable information.


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Advance the way you think about launching products in your industry.

case studies

case studies

case studies

case studies

The Innovator’s Playbook

Discovering and Transforming Great Ideas Into Breakthrough New Products

The Innovator's Playbook

The Innovator’s Playbook provides an innovation framework based on the "jobs-to-be-done" innovation theory pioneered by Clayton Christensen and others. This proven methodology frames innovation opportunities from the customer's perspective to create products and services that match the needs of the people who use it.


Download a Preview Copy of the Innovator's Playbook

Also available on Amazon in hard copy and Kindle versions

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