Our guest is Urko Wood, president and founder of Reveal Growth Consultants. He helps companies find and capitalize on the best opportunities for innovation and growth using the "jobs-to-be-done" (JTBD) innovation approach. His promises to increase new product success rates 2 – 5 times over industry averages to over 80%. As you will see, a key aspect of his success is redefining common terms for innovation.
Urko states that if leadership teams want to drive innovation and growth as a repeatable business process, then they must establish a common language and process for innovation. This means getting clear about:
Time Stamps:
| time stamp | notes |
| 0h 4m 16s | Why innovation does not start with a good idea |
| 0h 5m 25s | "People don't want to buy a ¼" drill; they want a ¼" hole!" |
| 0h 7m 8s | Important unsatisfied needs are opportunities for innovation and growth |
| 0h 13m 29s | What is a "customer need?" |
| 0h 22m 10s | Change management and innovation |
| 0h 25m 9s | How to redefine markets for innovation |
| 0h 29m 29s | How to size a market for something that doesn't exist yet |
| 0h 37m 53s | How to know where value is migrating in a market |
| 0h 41m 58s | "Stump the Prof:" Urko addresses two challenges |
| 0h 46m 20s | A key reason why Steve Jobs was so successful. (Note: Urko pointed out that he misspoke when he said Steve Jobs was talking about the iPhone in a famous exchange with a confrontational stakeholder. The year was 1997 and Jobs was referring to another Apple product). |
| 0h 53m 2s | Innovation defined |
| 0h 54m 41s | Debunking the misbelief that "customers cannot tell us what they want" |
| 0h 59m 19s | 3 "workhorse" growth strategies JTBD makes possible |
| 1h 4m 44s | How to establish a valued and unique position in the market |
| 1h 9m 53s | A simple way that any business can use to drive innovation and growth |
| 1h 11m 17s | Impediments to innovation: conflating two experiments |
| 1h 14m 45s | What Thomas Edison really was doing during his 10,000 failed experiments |
| 1h 18m 50s | 2 key questions that elicit customer needs in any conversation |
| 1h 20m 42s | Another misconception: innovation is inherently risky |
For more information you can contact Urko at:
614-895-7680
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