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Education Program: Program Syllabus
 Program Syllabus
FOUNDATIONS
Objective: To be able to accurately identify, write and capture job and
outcome statements.
Education: Fundamental Principles of
Outcome-driven Innovation
Education: The Structure of a Job Statement
Simulation: Capturing Job Statements
Note: Participants will be gradually exposed to more complex situations
in which to collect outcomes and jobs. Video clips, exercises and live
interviews will be used to provide optimal practice for the participants.
Netting rules will be introduced and will comprise the evening’s homework.
Education: The Structure of an Outcome Statement
Simulation: Capturing Outcome Statements
Simulation: Simulated Groups Interviews – you are the moderator
SESSION I
Objective: To be able to identify which quadrant of innovation is most
appropriate for a given business objective. To accurately begin to frame an
innovation initiative.
Education: Formulating the Innovation
Strategy
Simulation: Participants will be exposed to several case studies that will
challenge their thinking about which path of innovation would be optimal to
achieve the business strategy.
Application: Participants will begin to frame an innovation initiative
within their organization.
SESSION II
Objective: To be able to create a qualitative interview plan that will ensure
that the needed inputs are captured.
Education: Capture Customer Inputs
Simulation: Learn to develop a value model and use the moderator guide
template to capture jobs and outcomes.
Application: Participants will determine the types of inputs (jobs,
outcomes, etc.) that their organization would capture for the framed
initiative.
SESSION III
Objectives: To be able to use IMSnet to identify opportunities for value
creation based on quantitative data.
Education: Prioritizing opportunities
for value creation
Simulation: Prioritizing jobs and desired outcomes using case data in IMSnet.
This simulation will also include a full demo of the IMSnet software tool in
which data will be imported for use.
Application: Participants will begin to develop the structure of a
questionnaire and sample design for their framed initiative.
SESSION IV
Objective: To understand how Outcome-Driven Segmentation differs from other
modes of segmentation and to be able to identify and profile distinct segments
of opportunity.
Education: Segmenting for the purpose of
innovation
Simulation: Outcome-based segmentation. Using IMSnet, participants will
identify the segmentation attributes, identify and profile the outcome-based
segments.
Group Excursion (optional but a fun and necessary break for the brain)
SESSION V
Objective: Understand the various ways that Outcome-Driven Innovation data
can be used throughout the organization.
Education: Turning Customer Insight Into
Action
SESSION VI
Objective: To understand how Outcome-Driven Innovation data can be used to
enhance existing messaging and positioning strategies or point the way to
entirely new brand strategies.
Education: Positioning, branding,
messaging and selling
Simulation: Outcome-Driven Messaging in Life. Participants will engage in an
activity using real marketing materials to identify which will resonate with
customers based on the Outcome-Driven Innovation data obtained.
SESSION VII
Objective: To understand how Outcome-Driven Innovation data can be used to
prioritize product features, projects and initiatives throughout the
organization based on what the customer really wants.
Education: Prioritizing the development
pipeline
Simulation: Prioritizing initiatives. Participants will engage in a case
study to identify which of three product ideas will deliver the most value
in the market based on the Outcome-Driven Innovation data available.
SESSION VIII
Objective: To be able to lead an Outcome-Driven Innovation ideation session
that utilizes concrete data to generate creative and breakthrough ideas.
Education: Creating and testing
breakthrough product ideas
Simulation: Focused brainstorming – a live demonstration.
Lunch and farewell. Session ends with lunch at noon on Friday.
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