The Outcome-DrivenInnovation process includes qualitative research methods that are used to discover the customer’s Job-to-be-Done and their desired outcomes. It also includes quantitative research methods that are used to discover outcome-based segments of opportunity and to identify which desired outcomes in each segment are underserved—these are needs that are unmet. With this information in hand, a company has the customer-centric, data-driven inputs it needs to formulate a market strategy.
An effective market strategy should align the strengths of a company’s product offerings with the customer’s unmet needs. This is best accomplished through the marketing
activities shown in the figure below. We recommend the following steps:
Decide which offerings to target at each outcome- based segment.
Communicate the strengths of those offerings to customers in the target segment.
Include an outcome-based value proposition in communications.
Build a digital marketing strategy around unmet outcomes.