By definition, innovation can refer to something new or a change made to an existing product, idea, or field. But to innovate, we must better understand the problem we’re trying to solve and what forces are used to create a context where the specific problem exists. We’ll dive deep into the innovation process and create a framework that you can use to start innovating.

1. JANUARY 23, 2019
DESIGNING
INNOVATION
Presented by DRAGAN SIMONOVIC
Director of product at Content Insights, Inc.

2. OUR
DISCUSSION
TODAY
DESIGNING INNOVATION
Basic Principles
The Forces of Progress
Unpacking Demand Generation
Unpacking Demand Reduction
Conclusion
TOPICS AND HIGHLIGHTS

3. Basic Principles
DESIGNING INNOVATION
PEOPLE HAVE JOBS,
THINGS DON'T!

4. Basic Principles
DESIGNING INNOVATION
PEOPLE HAVE JOBS,
THINGS DON'T!
COMPETITION IS DEFINED IN
THE MINDS OF CUSTOMERS
AND THEY USE PROGRESS
AS THEIR CRITERION

5. Basic Principles
DESIGNING INNOVATION
PEOPLE HAVE JOBS,
THINGS DON'T!
COMPETITION IS DEFINED IN
THE MINDS OF CUSTOMERS
AND THEY USE PROGRESS
AS THEIR CRITERION
WHEN CUSTOMERS START
USING A SOLUTION FOR
THEIR JOB, THEY STOP
USING SOMETHING ELSE

6. Basic Principles
DESIGNING INNOVATION
PEOPLE HAVE JOBS,
THINGS DON'T!
COMPETITION IS DEFINED IN
THE MINDS OF CUSTOMERS
AND THEY USE PROGRESS
AS THEIR CRITERION
WHEN CUSTOMERS START
USING A SOLUTION FOR
THEIR JOB, THEY STOP
USING SOMETHING ELSE
FAVOR PROGRESS
OVER OUTCOMES
AND GOALS

7. Basic Principles
DESIGNING INNOVATION
PEOPLE HAVE JOBS,
THINGS DON'T!
COMPETITION IS DEFINED IN
THE MINDS OF CUSTOMERS
AND THEY USE PROGRESS
AS THEIR CRITERION
WHEN CUSTOMERS START
USING A SOLUTION FOR
THEIR JOB, THEY STOP
USING SOMETHING ELSE
FAVOR PROGRESS
OVER OUTCOMES
AND GOALS
PROGRESS DEFINES VALUE,
CONTEXT REVEALS VALUE

8. Basic Principles
DESIGNING INNOVATION
PEOPLE HAVE JOBS,
THINGS DON'T!
COMPETITION IS DEFINED IN
THE MINDS OF CUSTOMERS
AND THEY USE PROGRESS
AS THEIR CRITERION
WHEN CUSTOMERS START
USING A SOLUTION FOR
THEIR JOB, THEY STOP
USING SOMETHING ELSE
FAVOR PROGRESS
OVER OUTCOMES
AND GOALS
PROGRESS DEFINES VALUE,
CONTRAST REVEALS VALUE
RIGHT SOLUTION DELIVER
VALUE BEYOND THE
MOMENT OF USE

9. The Forces of Progress
DESIGNING INNOVATION
Copyright JTBD.INFO

10. UNPACKING
DEMAND
GENERATION
P U S H
External pushes
Internal pushes
DESIGNING INNOVATION

11. UNPACKING
DEMAND
GENERATION
P U S H
External pushes
Internal pushes
P U L L
The pull for a better life
The pull toward a solution
DESIGNING INNOVATION

12. UNPACKING
DEMAND
REDUCTION
A N X I E T Y
Anxiety-in-choice
Anxiety-in-use
I N E R T I A
Habits-in-choice
Habits-in-use
DESIGNING INNOVATION

13. UNPACKING
DEMAND
REDUCTION
A N X I E T Y
Anxiety-in-choice
Anxiety-in-use
I N E R T I A
Habits-in-choice
Habits-in-use
DESIGNING INNOVATION

14. CONCLUSION
1. Start with researching the Forces of Progress (PUSH & PULL)
DESIGNING INNOVATION
2. Fix Anxiety and generate PULL by helping customers visualize
the progress they make using your product
3. Identify any HABITS-IN-USE that keep customers away from
using your product

15. THANK YOU!