Manuel Venzi, Head of Product Management at AMC, shared how product development and marketing shifted from a technology-focused to a more customer-focused approach. The AMC premium cooking system recently won the “Kitchen Innovation Award 2021” as well as the “Golden Award” – chosen by consumers for its functionality, innovativeness, product benefits and design. Manuel talked about: How a solid customer foundation was established with Jobs-to-be-done How multiple solution ide

Dirk and his team were tasked to explore digital services for their audiology customers in the US. Focusing on the unmet needs first, before jumping to solution, he turned to Jobs to be Done. A powerful logic to take the customer perspective, but hard to apply. Dirk will explain: – how the Job was framed correctly, to avoid getting lost – how exploratory interviews were conducted, to identify precise, actionable customer problems – how the problems were quantitatively validat

Taking the right decisions in innovation In challenging times, taking the right innovation decisions matter even more. While stopping all innovation efforts is not an option, initiatives and projects must be reconsidered and reevaluated. But how to make the right call? Which projects hold the biggest promise of success? Which projects must be sharpened and which should be shelved? Incorporating the customer perspective can be a great help. Because only those projects which ad

In digital, guessing is the standard A key success factor in digital innovation, invented by big players like Google and Facebook, is to run largescale A/B-tests all the time. In essence, such testing is the same as placing bets on all the roulette fields, in all casinos of the world, all the time and figuring out which strategy works best from there. Things go fast and rely heavily on user input. Digital companies build a minimal viable product (MVP) and improve through iter