Review on our JTBD Summit Europe events

3rd JTBD Summit Europe 2022

After last year’s virtual success and the on-site kick-off in 2019, this year’s third JTBD Summit Europe 2022 on March 30 and 31 combined the advantages of both approaches in an interactive and smooth hybrid format. Around 50 participants attended online (via Hopin platform) and were characterized by a lively participation in the chat and during Q&A sessions. 70 participants attended on site and enjoyed the breathtaking view from the 35th floor of Vienna’s highest event location – the Thirty Five at the Wienerberg. 


2nd JTBD Summit Europe 2021

The second JTBD Summit Europe 2021 opened like last year with the Blue Danube Waltz and was one hundred percent virtual, but as interactive and real as it gets. MIRO, an interactive whiteboard, that depicted the whole event, enabled participants to contribute and ask specific questions. In this board the participants started a lively discussion and the moderator team used this discussion to speak with the Speakers about selected questions. 2021 we welcomed speakers from different companies, reflecting the broad range of industries that have successfully implemented JTBD & ODI: AIB Bank, Semicon & Marcom, Roche Diabetes Care, SMC Austria, Tetra Pak and UNIQA.


1st JTBD Summit Europe 2019

The first JTBD Summit Europe in 2019 took place in a historical building, which is called the Apothekertrakt. This building is part of the castle of “Schönbrunn” in Vienna. For the first time the famous Blue Danube Waltz, opened the event. Attendees directed their innovation challenges to Anthony W. Ulwick, the founder of and mastermind behind Strategyn. On the second day we moved to Ares Tower in the vibrant Donau City, where the program was a diverse mixture of input on latest developments of JTBD & ODI theory from Anthony W. Ulwick and Martin Pattera, application reports from companies like Eaton, Motus and Voith Paper, and panel discussions with practitioners from B2B and B2C.



Thanks for the great event. Very well organized, really useful and truly enjoyable!
Jan Tatousek (Philips Research)

It was beneficial for me and my team to have different insights from people having used the JTBD / ODI methodology.
Sebastien Nalin (Worthington Industries)

Personally, I found the opportunity to listen and absorb the insight of others very inspiring and it reminded me that occasionally taking time out of the daily schedule can be quite refreshing.
Chris Gibson (Fisherman’s Friend)

What is quite unique: the first steps of the ODI/JTBD method deliver an excellent basis for broader customer interviews, e.g. in remote & fragmented markets. The results are then analyzed by a clever segmentation method that indicate very likely business opportunities.
Paul Dietl (SKF Austria)

Congratulations to the whole Edizon team. To organize such an event format with such professionalism was really phenomenal. For me, you have set up a benchmark in innovation exchange meetings. You can be very proud of yourself.”
Marcus Kohlbeck (SMC Pneumatik)

Congratulations for this very successful event. I’m very convinced of the ODI method and a happy client of Edizon. The program was tight but very interesting. I was able to make many new contacts and I was very positively impressed by the open and interested mindset of all participants.
Andreas Bachmaier (W&H Dentalwerk Bürmoos)

I could feel so much positive energy at this Summit and it was a feeling as „we can really change the world here“. This energy could be felt in any of the many talks that I had with the whole team from Edizon.
Edizon should be proud to be such a team of people with so much energy and positive mood. That is not what you can get in every company.
Manfred Handl (Liebherr-Transportation Systems)

So far, I have not experienced an innovation conference where so many representatives from different industries have expressed their conviction that the philosophy and practice presented on stage actually works in practice. The glow in the speakers’ eyes was palpable and catching.
Dominik Bayerl (Wieland-Werke)

I really enjoyed the JTBD Summit Europe. Edizon and the speakers offered interesting content, live discussions and practical examples from different industries.
Stephan Ackermann (Pöttinger Landtechnik)

Edizon Innovation GmbH


Franz-Kollmann-Strasse 4
3300 Amstetten

T +43 5 01430 30


Office in Vienna and Graz

EDIZON of Innovation Book

    First name*






    Your download request for:

    I agree that my data will be used according to the privacy policy.