26 October, 18:00 CEST/12pm EDT/9am PDT

This session is part of Innov8rs Connect on Foresight & Business Design (26-28 October 2021).

Click here to check the latest agenda for this event.

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Your Market is Bigger Than Your Product

Trending Topic Talk with

Tony Ulwick

Founder and CEO at Strategyn
Would you like to join this session?

You can get your Innov8rs Connect pass here, or apply to become a member of Innov8rs Community here. Contact us for any help.

About the session

Companies often define the markets they serve around the technology in their product offerings—a technology that one day will become obsolete.
Clearly, this is a mistake, but it’s one that has been repeated by hundreds of companies over the decades.

Where are the companies that defined themselves around CDs?

They spiraled to their death when MP3 technology came along.

And where are Blockbuster and Kodak now?

Discussion Topics:
What’s wrong with traditional market definitions?
What’s to be gained with a new definition?
How should businesses define their markets?

About the speaker

Tony Ulwick is the Founder and Chief Executive Officer of Strategyn. He is the pioneer of jobs-to-be-done theory and the inventor of Outcome-Driven Innovation. His work has helped the world’s leading companies launch winning products and services with a success rate that is five times the industry average. His best-selling book, “What Customers Want,” and his articles in the Harvard Business Review and MIT Sloan Management Review have been cited in hundreds of publications. His work has defined a new era in customer-centric innovation.

26 October, 18:00 CEST/12pm EDT/9am PDT

Your Market is Bigger Than Your Product

Trending Topic Talk hosted by Tony Ulwick, Founder and CEO at Strategyn

This session is part of Innov8rs Connect on Foresight & Business Design (26-28 October 2021).

Click here to check the latest agenda for this event.

.

Would you like to join this session?

You can get your Innov8rs Connect pass here, or apply to become a member of Innov8rs Community here. Contact us for any help.

Any questions? Start a chat via the blue button bottom right and we'll get back to you asap.