With three of the top names in the business, we are bringing out the big guns.
Meet the CX, UX and design thought leaders – Steve Portigal, Gerry McGovern and Tony Ulwick – at the Research Society’s Human Insights conference next week.
Steve Portigal is an experienced user researcher who helps organizations to build more mature user research practices. Based outside of San Francisco, he is principal of Portigal Consulting, and the author of two books: The classic Interviewing Users: How To Uncover Compelling Insights and Doorbells, Danger, and Dead Batteries: User Research War Stories.
He’s also the host of the Dollars to Donuts podcast, where he interviews people who lead user research in their organizations. Steve is an accomplished presenter who speaks about culture, innovation, and design at companies and conferences across the globe.
After growing up near Toronto, Steve eventually made his way to the San Francisco Bay Area where he’s been for more than 20 years. He lives in the coastal town of Montara with his partner Anne and their exuberant dogs Buster and Ripley. Steve loves to travel and eat interesting food and to take pictures of travel and interesting food. He also really loves to nap.
Gerry helps large organizations become more customer centric on the Web. His commercial clients include Microsoft, Cisco, NetApp, VMware, and IBM. He has also consulted with the US, UK, Dutch, Canadian, Norwegian, and Irish governments.
He has written six books on how the Web has facilitated the rise of customer power. His latest is called Transform: A rebel’s Guide for Digital Transformation. It shows that digital transformation is far more about culture change than technology change. The Irish Times described Gerry as one of five visionaries who have had a major impact on the development of the Web.
Chances are high you’ve heard the term “top tasks” before. Top tasks are the main things that customers, citizens and employees want to do when they interact with you. It’s what matter most to them. And what matters to your customers should matter to you.
Digital transformation claims that it puts the customer first. Digitally transformed organizations focus only on customer value, respond quickly to customer’s needs by data-driven decision making and use digital technology as an enabler. So far so good.
But in practice it’s a hell of a job to turn egocentric, political, siloed, slooooow organizations into a happy shiny bunch of customer-focused interdisciplinary empowered professionals who walk the talk of customer obsession. If you read about all the things that can go wrong in digital transformation and all the things that you have to do to make it successful, you might give up before you even start.
Tony is the pioneer of Jobs-to-be-Done Theory, the inventor of the Outcome-Driven Innovation® (ODI) process, and the founder of Strategyn. Philip Kotler calls Tony “the Deming of innovation” and Clayton Christensen credits him with “bringing predictability to innovation.” Published in Harvard Business Review and MIT Sloan Management Review, Tony is also the author of 2 best sellers: What Customers Want and JOBS TO BE DONE: Theory to Practice.
Tony’s book Jobs to be done: Theory to Practice takes the theory and the ODI process to the next level. This book reveals:
- Why companies fail at innovation and how to avoid the two most critical mistakes that companies make.
- How to employ the Jobs-to-be-Done Theory Needs Framework to categorize, define, capture, organize and prioritize customer needs.
- The Jobs-to-be-Done Growth Strategy Matrix—a tool that fills in the holes in disruptive innovation theory, and other innovation theories, by examining them through a Jobs lens. It defines and reveals which of the 5 growth strategies to pursue in a given situation.
- Improvements to the Outcome-Driven Innovation process—and how the process ties customer-defined metrics to the customer’s Job-to-be-Done, transforming every aspect of opportunity discovery, marketing and innovation.
- Outcome-Based Segmentation: what is it and how it uncovers hidden opportunities for growth.
- The 84 steps associated with the ODI process, revealing in detail what it takes to turn Jobs Theory into practice.
- A three-phased approach that a company can use to build a competency in innovation.
- The Language of Job-to-be-Done – the syntax and lexicon of innovation.
The book also includes six case studies of companies that applied the Outcome-Driven Innovation process and achieved impressive results.