Measure needs, derisk growth decisions
This book is for builders who want impact. Growth architects, in other words. They want to know how to create measurably more value for customers and speed up profitable growth that way. Opening new markets, sharpening product strategy, getting a technology to break through: this book gives answers you can act on.
Readers discover CFI, the Customer-Focused Innovation method, with a proven track record of helping them
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spot unmet customer needs, measure them, and address them deliberately
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build strategies and value propositions that hit the mark
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focus on what counts: bringing customers more value
Growth architects don't just win over customers and markets, they change a team's culture. They overcome internal resistance and drive customer-focused decisions that win in the market.
Inspiring stories of veteran growth architects
Growth architects rethink markets, build new products that matter, and get ideas and strategies to break through. Read the stories of six Vendbridge growth architects with the results to show for it.
 Mirjam ReberAgile Coach |  Stephan PeyerCEO Copytrend |
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 Myriam LinggCEO macu4 |  Marco de PoloInnovation veteran |
 Markus DobbelfeldCo-CEO iFolor |  Adrian NösbergerCEO Schroders Schweiz |
Take a look inside the book
Mit einem Vorwort von Jim Kalbach!
Having worked with Beat and Yann, I can confirm at first hand: the CFI approach is pragmatic, grounded in practice, and built for how modern organisations and teams actually work. This book is a hands-on guide that turns you into an architect of growth.
Jim Kalbach, Chief Evangelist at Mural and co-founder of the JTBD Toolkit
Jim Kalbach
Expert voices
At last, a current book on one of THE decisive success factors in innovation management: pinpointing unmet (latent) customer needs, ranking them, and turning them into growth initiatives that work. The authors' four-stage system has been tested widely in practice and takes existing "job-based thinking" approaches a good deal further.
Prof. Dr. rer. pol. Frank Piller, RWTH Aachen
Many research-driven start-ups build the technology first, then ask themselves shortly before launch what problem it actually solves. The CFI method turns this around: customer needs come first, for faster market acceptance and growth that lasts.
Head of Startups und Next-Generation Innovators, Innosuisse
Vendbridge is one of the leading consultancies for customer-centred revenue growth using the "Jobs-to-be-Done" method. Working with them, I identified fields of innovation for a global software leader that lie beyond its existing business and operating models.
Frank Mattes, Lean Scaleup
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