Complimentary Webinar: Silencing the Voice of the Customer (VOC): New research methods to create breakthrough products and services

In association with Strategyn, The Institute for International Research invites you to join us for a one hour complimentary Web Seminar.

Silencing the Voice of the Customer (VOC): Focus on the “job-to-be-done” and create breakthrough products and services
Tony Ulwick, Founder & CEO, Strategyn
Wednesday, April 20th, 2011 1:00 – 2:00 PM EDT

Reserve your Webinar seat now here.

Over the past 30 years, innovation experts have led companies to believe that it is impossible to know all their customers’ needs. They contend that customers can’t articulate their needs, and that customers have latent needs – or needs they don’t know they have. What if it turns out that this thinking is wrong?

There is a new way of approaching your customer needs but it’s not with the Voice of the Customer. Over the past 20 years Strategyn has created and refined an innovation process called Outcome-Driven Innovation?? (ODI) that invalidates this old thinking. In addition, a ten-year track record study reveals that when the world’s most respected companies silence the voice of the customer and gather the right inputs for the innovation process, they experience an 86 percent success rate. This is a complete turn-around in the innovation industry.

In this webinar, Strategyn founder and CEO, Tony Ulwick will demonstrate how thinking about innovation and customer needs from a “jobs-to-be-done” perspective enables companies to create winning growth strategies and breakthrough products and services.

What you will learn:

* The shortcomings of listening to the “voice-of-the-customer”
* How to define a market from the customer’s perspective
* How to create a growth strategy using the right customer inputs
* How to organize the innovation process around the right customer insights

System Requirements
PC-based attendees
Required: Windows?? 7, Vista, XP or 2003 Server

Macintosh??-based attendees
Required: Mac OS?? X 10.4.11 (Tiger??) or newer

About The Institute for International Research:
The Institute for International Research (IIR) is the world’s largest conference company and has been the leader in the provision of business information for over 25 years. IIR produces over 5,000 events annually through its network of offices in over 35 countries.