 The Link Between Strategy and Innovation  Blue Ocean vs Read Ocean  Value Innovation  Strategy Canvas  3 Tiers of Noncustomers  Uncover The Customer Needs  Discover Hidden Segments of Opportunity  Jobs To Be Done Growth Strategy  Aligning Existing Products with Market Opportunities  Conceptualize New Products To Unmet Needs  Creating Blue Ocean Through Customer Needs

1. A Faster Horse or A Driverless Car: What Customer Wants?
Ferhat Demir, MBA-MPP

2. INNOVATION
•Not Random But Structured and Predictable
•Not Idea Focused But Opportunity Focused

3. Generation of Innovation Models

4. Market Driven Innovation
•Jobs To Be Done
•Blue Ocean Strategy

5. Source: Kim & Mauborgne, Blue Ocean Strategy

6. Source: Kim & Mauborgne, Blue Ocean Strategy

8. Source: Kim & Mauborgne, Blue Ocean Strategy

9. Blue Ocean
Source: Kim & Mauborgne, Blue Ocean Strategy

13. Target Market
• Kids
• Mature
• Corporates

14. Traditonal Cirques
Competing Factors
1. Tent
2. Clown
3. Akrobats

22. Jobs To Be Done
Know Your Customer!

23. The Fundementals of JTBD
• Innovation may become more predictable by focusing on the
customer’s job-to-be-done
• People hire products and services to get a “job” done
• Jobs are functional, with emotional and social components
• Jobs largely remain the same over time, the solutions will most
probably vary
• Success comes from making the “job”, rather than the product
• A deep understanding of the customer’s “job” makes marketing
more effective and innovation far more predictable.

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25. Wrong Questions
• Thick
• Thin
• Chunky
• Smooth
• Fruity
• Chocolaty etc.
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26. 18 HOURS OBSERVATION
• Before 9am
• Solo Customers
• They drink in their cars
• Usually only milkshake
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27. WHY?
• Boring long work trip
• Not hungry yet but they will soon
• Banana is not enough
• Bagel is not easy
• Hygienic issues
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28. Customers
• They faced a long, boring commute
• Needed something to keep that extra hand busy and to make the
commute more interesting
• They weren't yet hungry, but knew that they'd be hungry by 10 a.m.;
• They wanted to consume something now that would stave off hunger
until noon.
• And they faced constraints: They were in a hurry, they were wearing
work clothes, and they had (at most) one free hand

29. • Understanding the job to be done, the company could then
respond by creating a morning milkshake that was even
thicker (to last through a long commute) and more
interesting (with chunks of fruit) than its predecessor.

30. Need
‘’Make my trip fun and interesting and also stave off
hunger till noon’’
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31. Market
• You could define a market as a group of people
• You could define a market as a technology
• You could define a market as an industry vertical, such as health care
or retail

32. Customers
• No demographic comman features
• Their need is common
‘Need Based Segmentation’
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33. Market
•Groups of customers with similar needs.

34. Competing Products
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36. • Netflix competes with work, wine and other solutions
hired to pass an evening at home

37. How to Define Job
• People do not purchase products or services
• They hire them to make a progress in their life
• The progress is job
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38. Where to Start
• Understand how and for what reasons people chose to commit to
your product rather than a competitor’s product
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39. How To Start
• Not only purchase but creat something that people are willing to pay
a premimum price
• Create an experience on top of your products and services
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40. !
• They can copy the products
•Hard to copy experience
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41. AMERICAN GIRL
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42. KAYA
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44. Experiment Design
• No sales on traditional toy stores
• Only their own shops
• Special day with parents
• Babe Hospital
• Kids menu
• Memory
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50. Designing Entire Experience
• Babies
• Books
• Clothes
• Stores
• Movies
• Beatuy Stores
• Theather
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51. CREATE A MEMORABLE BRAND
EXPERIENCE !
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52. • Why do so many marketers try to understand the consumer rather
than the job?

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54. • How do you define the job?
Accomodation??
• How do you define performance metrics?
Hot breakfast??
• How do you define competitors?
Hotels?
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55. • Local experience
• Caring, warm, secure like home
• Hotels, friends or nothing
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57. CX/UX

58. Source: Extreme Experienece by Sampson Lee

60. High Impact Innovation
1-Meeting Customer Needs
2-Creating a New Market

61. QGroup
• A New Generation of Innovation Agency
• Global Events
• Formulating Innovation Strategy
• Defining Innovation Focus
• Mapping Innovation Processes
• Training Innovation Teams
• Prototyping
• MVP etc.

62. Thank You