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.

Think Differently

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.

Course Details

Practical Theory

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.

The Research

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.

Product Includes

  • Participant Guide
  • Practice Cards
  • “Why” Finder
  • 20 FranklinCovey InSights® videos
  • 5 FranklinCovey On Demand® modules

Free Guide

5 Ways to Multiply Your Team’s Natural Genius

Everyone has a natural genius. Unlocking it is the secret to accessing more of each team member’s energy and ideas.

Register for an Event

Find out WHY—On Demand Webcast

Learn how to innovate successfully and predictably by finding out why your customers make the choices they do.

How to Experience FranklinCovey Content

This course is included in the FranklinCovey All Access Pass®. This pass provides your organization unlimited access to all of our content, whenever and wherever you need it.


Dynamic education and development, available online from any location.


Expert education and development delivered face-to-face.

On Demand

Content available to your people anywhere, any time.

Customer Stories

UnitedHealth Group

Develop Emerging Leaders in a Globally Diverse Organization

Walter Baumann, owner of the Emerging Leaders Program for the UnitedHealth Group, shares his experience utilizing FranklinCovey’s All Access Pass® to increase development of individual contributors and first level managers at a global scale. Watch how he used the solutions to develop leadership skills, navigate cultural differences and achieve higher satisfaction of the Emerging Leaders Program.

PepsiCo Food

Building Empathic Leaders Across the Organization

PepsiCo Foods North America desired a consistent leadership training with content that progressed over time. Curating content from FranklinCovey’s All Access Pass®, they launched their CORE Leadership program to build empathic leaders at all levels of their organization. Click here to see full case study

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