Customer-Centered Innovation Strategy

Jan 31 - Feb 15, 2022

Instructor: Sara Beckman

Teaching Assistants: Melissa Howell & Dick Huey

Signed up to sprint between Weds 1/26 & Fri 1/28? You'll get access to the Sprint Center & Slack in the afternoon of 1/29- check your inbox for two emails with login instructions then!

Click to watch the Advice for a Successful Sprint

📜 Course Overview

How do you innovate in ways that delight and retain customers, rather than blending in with your competition? Learn how to audit your customer journey, prioritize customer jobs-to-be-done, and practice divergent and convergent thinking to create immense value for your customers and your firm.

In this 2-week intensive sprint, Professor Sara Beckman unlocks the customer-centered design and innovation frameworks needed to create impactful experiences that drive growth, build loyalty, and prevail over commoditized products.

✏️ Course Objectives

By the end of this sprint, you will be able to:

• Discover the power of “experiences," how they compare to products, and when to leverage them for new growth
• Drive customer-centric innovation by identifying what outcomes people want to achieve in their lives and work
• Use divergent and convergent thinking to discover "the job that matters the most" to your customers (functional, social, or emotional jobs-to-be-done)
• Capitalize on your core competencies, and use them to serve the unmet needs of your customers
• Identify market expansion or experience ideas with the highest impact for your customers and your company
• Make underlying assumptions explicit and test them in the real world to see what is most effective

📚 Course Materials

Note: You’ll receive access to the below the day before the sprint

• Sprint Center: This is your home base for all content including modules, lessons, case studies, livestream links/recordings, and project instructions.