Check out the program for the JTBD Summit 2022 down below.
The Main Topic of 2023 is "Transforming a Business towards Customer-Centricity"
The program for 2023 will be published soon.

March 30,
March 31,
Day 01
01:00 p.m.


Oliver Ratschka

Innovation Strategist, Edizon


Anthony W. Ulwick, Martin Pattera

Founder & CEO, Strategyn, USA
Managing Partner, Edizon

01:30 p.m.

Overview: The Power of Jobs-to-be-Done Theory

Case Study: Jobs-to-be-Done Theory and Outcome-Driven Innovation in Practice

Latest Developments in Jobs-to-be-Done Theory and Outcome-Driven Innovation

02:30 p.m.

What Customer Inputs Make Innovation Predictable

Step 1: Define the Market with Job Executor and Job-to-be-Done
Step 2: Uncover the Customer’s Needs – Tied to the Job-to-be-Done

  • Designing Customer-Centric Ecosystems with JTBD Theory and Digital Platforms
03:15 p.m.


03:30 p.m. Break

03:45 p.m.

How to Formulate a Winning Growth Strategy

Step 3: Quantify the Degree to which Each Need is Under/Overserved
Step 4: Discover Hidden Segments of Opportunity
Step 5: Use the Data Model to Formulate a Winning Growth Strategy

Q&A / Wrap-up

  • The Market Definition Canvas
  • Sustainable Innovation – How JTBD is Helping to Save the World’s Climate
  • Innovation Capability-Building Program

Discuss the Most Burning Challenges and Share Your Experience


05:30 p.m.

End of Introductory Session

End of Practitioner Circle

Day 01
06:00 p.m.


06:30 p.m.

Welcome and Opening

Gerald Steinwender, Martin Pattera

Managing Partners, Edizon

06:40 p.m.

Keynote: Build a Market Portfolio – Find Sources of Revenue Growth in Core, Adjacent and New Markets

Anthony W. Ulwick

Founder & CEO, Strategyn, USA

07:20 p.m.

Answers to Your Business Challenges

Anthony W. Ulwick, Martin Pattera

Founder & CEO, Strategyn, USA; Managing Partner, Edizon

07:50 p.m.

Wrap-up and Conference Outlook

08:00 p.m.


10:00 p.m.

End of Day 1

Day 02
08:00 a.m.


08:15 a.m.

Introduction and Agenda

08:25 a.m.

Keynote: Create Business Ecosystems and Digital Platforms

Shahzad Ansari, PhD

Full Professor of Strategy and Innovation, University of
Cambridge, UK

09:10 a.m.

Framework: Put Jobs-to-be-Done Theory into Practice with Outcome-Driven Innovation®

Martin Pattera

Managing Partner, Edizon

09:40 a.m.

Keynote: weTravel – Creating a New Mobility Platform based on Jobs-to-be-Done

Katharina A. F. Lowinski

Management Assistant, Volkswagen Commercial Vehicles, Germany

Michael HaßlbeckSenior Manager, MHP Management und IT-Beratung, Germany

10:10 a.m.


10:40 a.m.

Panel: JTBD + ODI Practitioner Talk

Petr Salz

Director of Business Development Europe, Strategyn, Netherlands

10:40 a.m.

Djordje Pinter

Innovation Strategist, Edizon

10:40 a.m.

Isabel Teuffenbach

Innovation Strategist, Edizon

11:15 a.m.

Keynote: Towards Circular Business Models: Identifying Consumer Needs based on the Jobs-to-be-Done Theory

Sebastian Brenk, PhD

Institute for Technology and Innovation Management, RWTH Aachen University, Germany

11:50 a.m

Lunch Break

01:00 p.m.

Keynote: Developing a Customer-Centric Growth Strategy for Maintenance of Rail Systems

Michael Pointner

Group Portfolio Management, Robel Bahnbaumaschinen, Germany

01:30 p.m.

Live ODI Demonstration: Start an ODI Project with the Market Definition Canvas with the Example Webcam

Anthony W. Ulwick

Founder & CEO, Strategyn, USA

02:00 p.m.

Keynote: Democratizing ODI Data in the Organization – How to Fuel Innovation with Evidence

Evgenia Litvinova

Principal UX Designer, Roche Diagnostics International, Switzerland

02:30 p.m.


03:00 p.m.

Panel Discussion: How to Implement Customer-Centricity in an Organization

Marco De Polo

Global Head Growth Acceleration – Insights & Open Innovation, Roche Diabetes Care, USA

03:00 p.m.

Jan Tatousek

Director Research Product Management, Philips, Netherlands

03:00 p.m.

Dietfried Globocnik, PhD

Innovation Strategist, Edizon

03:45 p.m. Split Sessions

Online-Session: Innovate Inside the Organization – Internal ODI

Lee Mason

Knowledge Systems and Process Manager, Spirax Sarco, UK

Petr SalzDirector of Business Development Europe, Strategyn, Netherlands

Session in Vienna: Customer-Centric Product Management with Simple Variance

Marko Prce

MHP Management- und IT-Beratung, Germany

04:30 p.m.

JTBD Award Europe

04:45 p.m.

Q&A, Wrap-up

05:00 p.m.


“Outcome-Driven Innovation offered a new perspective on market definition, strategy building and innovation.”


Download the Case Study

Robert AndexerHead of Business Unit DOORS
Mayer & Co Beschläge GmbH


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