Check out the program for the JTBD Summit 2022 down below.
The Main Topic of 2022 was"Create Business Ecosystems and Digital Platforms".
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

Head Strategic 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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With speakers from the following companies


Daniela Reisinger

Edizon Innovation GmbH


Franz-Kollmann-Strasse 4
3300 Amstetten

T +43 5 01430 30
E-Mail: info@edizon-innovation.com


Office in Vienna and Graz

EDIZON of Innovation Book

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