New Thinking

With the digital revolution as a main driver of change, customers have become a central market power over the past years. Their new clout forces companies to perform a fundamental rethink. The CFI Method – an approach based on the Job-to-Be-Done Logic – can fuel this transformation by facilitating a new, fresh perspective from the customers’ angle. Transformation Is Driven by Customers There is hardly a company these days that would not claim to follow a customer-focused appr

How do we enter a new segment? What is most relevant for premium grill users? We have plenty of ideas in the pipeline – but are we betting on the right things? How do we achieve true innovations rather than incremental improvements? These were our client’s questions. The answers lay in understanding users’ perspective. The Challenge OUTDOORCHEF, a DKB (www.dksh.com) Household brand, is a leading manufacturer and seller of premium grills. Over 25 years ago, the company became

Applying a job-based approach to customer insight discovery in product innovation in the implantable hearing solutions market ABSTRACT The continuous development of innovative product solutions that profitably address evolving customer needs is a critical success factor in the medical device industry. Market success is dependent on the innovators’ understanding of the unmet needs of a number of key customer groups like physicians, payors and patients. The first task in innov