Press
Strategyn’s Latest Groundbreaking Innovation Methodology
Is Published in the Harvard Business Review
“The Customer-Centered Innovation Map,” by Strategyn senior consultant Dr.
Lance Bettencourt and company founder Anthony Ulwick, introduces a visionary
mapping system for analyzing the jobs customers want to get done in a way that
reveals unique and valuable opportunities for innovation.
(Aspen, CO) April 29, 2008 – Strategyn announced today that an article on its
groundbreaking job-mapping innovation methodology will be published in the May
2008 issue of the Harvard Business Review. Drawing on the principle that
customers buy products and services to help get jobs done, “The
Customer-Centered Innovation Map” explains how product and service developers
can create value for their customers by uniquely dissecting the job the customer
is trying to get done in a way that reveals hidden opportunities for innovation.
Over a 10-year period, Bettencourt and Ulwick mapped customer jobs in
professional and customer services, durable and consumable goods, chemicals,
software, and many other industries. “By deconstructing a job from beginning to
end, a company gains a complete view of all the points at which a customer might
desire more help from a product or service – namely, at each step in the job,”
says Dr. Lance Bettencourt.
“Those individual steps form a job map,” says Anthony Ulwick, “and with a job
map in hand, a company can analyze the biggest drawbacks of the products and
services customers currently use. Job mapping also provides companies with a
comprehensive framework to identify the metrics customers themselves use to
measure success in executing a task.”
By mapping out every step of the job the customer is trying to get done and
locating opportunities for innovative solutions, companies can discover new ways
to differentiate their offerings. Learn more about Bettencourt and Ulwick’s
revolutionary job-mapping method in the May issue of the Harvard Business
Review. The article can also be purchased through the Strategyn website at
www.strategyn.com/publications/articles.asp.
About Strategyn, Inc.
Strategyn is a pioneer and leader in Outcome-Driven Innovation®, a revolutionary
approach to innovation management that enables companies to unlock hidden
opportunities, reveal high-growth emerging markets, create breakthrough products
and services, and streamline business processes. Strategyn offers turnkey
innovation management programs to companies throughout the world. The programs
include education, tools and mentoring, and support – everything a company needs
to build competency in innovation.
Strategyn’s thinking has been adopted by premier organizations such as
Microsoft, was voted one of the best business ideas by Harvard Business Review,
and is cited by thought leader and Harvard Business School professor Clayton
Christensen in his book The Innovator’s Solution. In addition, it has supplanted
QFD, VOC, and other programs in many firms as a best practice and new standard
for innovation. For more information, visit
www.strategyn.com or call 866-729-8400.
About Lance Bettencourt
Lance Bettencourt2, who earned a doctorate in marketing from Arizona State
University, is an expert in marketing strategy, research design and analysis,
and service quality improvement. Dr. Bettencourt has helped companies such as
Microsoft, Hewlett-Packard Development Company (HP), State Farm Group,
Kimberly-Clark Health Care, Advanced Medical Optics (AMO), and Johnson &
Johnson’s Ethicon Endo-Surgery division apply Strategyn’s outcome-driven
innovation principles to the development of market, product, service, and
positioning strategies. Prior to joining Strategyn, Dr. Bettencourt was a
professor of marketing at Indiana University and Arizona State University. †Dr.
Bettencourt has published several academic and managerial articles on what it
takes to be a market-oriented company.
About Anthony Ulwick
Founder and CEO of Strategyn, Anthony Ulwick is the author of the best-selling
book What Customers Want and has also published dozens of articles on
innovation management and market research, including the landmark Harvard
Business Review article “Turn Customer Input into Innovation.” Ulwick’s1,2
methods have been adopted by many companies, including Microsoft, AIG, Robert
Bosch Tool Corporation, Johnson & Johnson, Kimberly-Clark, HP, Motorola,
Syngenta, Chiquita Brands, and others. He holds several patents on his unique
approach to innovation and strategy formulation. He can be reached at
press@strategyn.com.
¹Anthony Ulwick details customer metrics in the article “Turn Customer Input
into Innovation,” published in the January 2002 issue of the Harvard Business
Review.
2Anthony Ulwick and Dr. Lance Bettencourt detail customer needs in the article
“Giving Customers a Fair Hearing,” published in the Spring 2008 issue of the
Sloan Management Review.
Press Contact:
Lisa Jey Davis
Jey Associates Marketing & PR
CELL: 970-948-1109
|
