Find Out WHY: The Key to Successful Innovation®
The Innovation Imperative
In today’s world, innovation is not a luxury. It’s a necessity—and it’s not just for the people in the executive suite or product development. Everyone has the challenge of coming up with new and better ways of meeting the needs of their customers and achieving new levels of results. Organizations that establish a pervasive culture of innovation will win.
Yet all too often we feel like we are guessing—hoping that our ideas are the right ones. Or if they are, that people will embrace what we have designed. But successful innovation doesn’t need to be left to chance.
A Culture of Innovation
More than simply coming up with creative ideas, innovating successfully requires us to provide solutions that customers willingly—even eagerly—pull into their lives.
Recognize the impact of understanding why customers make the choices they do.
- Find struggling moments: Observe customers using products and services and look for obstacles or frustrations they experience.
- Hear what customers don’t say: Interview customers to discover why and how they choose and use specific products and services.
- Frame the jobs to be done: Create a concise summary of customer Jobs to Be Done.
- Design or progress: Generate innovation opportunities that satisfy customer Jobs to Be Done.
Find Out WHY is a foundational solution for everyone involved in innovation and anyone who serves customers—paying or non-paying, external or internal. It provides the essential mindsets, skillsets, and toolsets to help people deeply understand the experiences their customers desire when choosing and using products and services, and then use that knowledge to drive successful innovation.
Find Out WHY is based on 25 years of research and practice by Clayton M. Christensen, Harvard Business School professor and one of the world’s most influential business leaders, and Bob Moesta, creator of over 3,000 successful innovations. They concluded that when you hone in on what customers are trying to accomplish in a given circumstance, innovations can be far more effective.
- Participant Guide
- Practice Cards
- “Why” Finder
- 20 FranklinCovey InSights® videos
- 5 FranklinCovey On Demand® modules
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Find out WHY—On Demand Webcast
Learn how to innovate successfully and predictably by finding out why your customers make the choices they do.
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