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Foundations Course

Course Description

Foundations is an intense, four-day program that provides a detailed look at the principles and practices of ODI, starting with selecting a market and taking participants through market strategy formulation. Participants learn our theory and apply it, developing a roadmap for a specific innovation initiative – all under the guidance of an experienced Strategyn consultant. Learning is enhanced through a combination of lectures, interactive discussions, simulations and company application.

Audience / Eligibility

• Product and market managers responsible for leading innovation initiatives within their organization
• Innovation champions and program leaders responsible for improving their organization’s innovation capabilities or instituting a program for innovation

Topics/Objectives

• What is ODI? What makes it revolutionary?
• What are the unique characteristics of customer jobs and outcomes?
• How should an innovation initiative be structured to achieve strategic objectives?
• How does ODI support new market selection and market strategy?
• What is a job map and how is it created?
• How and why are customer jobs and outcomes captured?
• How are opportunities for innovation prioritized?
• How are segments of job or outcome opportunities uncovered? How are opportunity segments used for innovation purposes?
• What market growth strategies are possible with ODI? How is a market growth strategy formulated? How are targets for innovation prioritized?
• How do ODI opportunities provide the foundation for effective marketing strategy such as value proposition development, messaging and branding?
• How do ODI opportunities provide the foundation for effective product strategy, including pipeline prioritization, technology roadmapping and new platform innovation?

Pricing

• $6,950 per person plus travel and lodging expenses; for employees two to five from the same company, the price is $5,950 per person; for employees six or more from the same company, the price is $4,950 per person.
• Special academic price, $1,500 (limit of three professors per course).
• Special non-profit price, $4,950 per person; for six or more attendees from the same organization, the price is $3,950 per person.
• Five percent discount for those registering a month in advance; three percent discount for those registering two weeks in advance.

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