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PDMA Presentation Now Available - FEQs on JTBD Innovation Research

On February 18th, Phase 5 Partner Steve Hansen was the featured speaker at an online professional development event for the PDMA (Product Development and Management Association). The PDMA is an "organization that focuses on the unique set of integrated activities involved in the full lifecycle of product development and management, including innovation."  The focus of his presentation was:

Frequently Encountered Quandaries (FEQs) in JTBD Innovation Research

and the deck is available for you to download now from our site.

Steve's thought-provoking presentation first explains the Jobs to be Done framework, using a current example to illustrate why it works so well for problem solving & successful innovation. From there, Steve shares how the approach can be applied across departments within a larger organization by reframing JTBD questions from each group's unique perspective.

He goes on to give practical instruction on how to bring groups together to collaborate and manage change for truly effective innovation to happen. And based on his experience, Steve offers advice on how to avoid the common pitfalls and oversights that can make the difference between a solution that is ok vs. one that is outstanding.

Finally, the presentation includes resources to take away, including a recommended reading list by key topic, and a cheat sheet to help the reader get started on his/her own innovation challenge right away.

This presentation is highly recommended for anyone who sees value in innovation, and especially for those with a current problem or challenge in need of a solution. 

If you missed the event, download the presentation now for all of the details. And if you'd like to discuss how this framework can help your organization specifically, please contact us directly. We'd be happy to share our expertise.

Written by Stephan Sigaud

Stephan Sigaud, MBA, is Phase 5’s Chief Marketing Officer. Stephan is passionate about partnering with clients to address their challenges and opportunities around customer centricity. He has more than 25 years’ experience in Market Research and Customer Loyalty and Experience and is a Board Director of the Insights Association. He has also been volunteering with the Customer Experience Professionals Association (as past Chair of the CXPA Toronto Network) and the Canadian Marketing Association (as member of the Leaders Network and past co-Chair of the CMA CX Council).