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New Market Creation An OutcomeDriven Approach

How Leading Edge Companies Discover New Markets and Achieve Net New Growth Many companies talk about creating new markets, but few firms (especially well established firms) have the tools to consistently discover opportunities for new market creation and the discipline to pursue them aggressively. Instead, most companies focus their energy on sustaining innovation making existing products and services better. Although this is an important growth strategy, it is increasingly unlikely to create the growth that companies need to survive well into the future. Attacking uncontested market space and creating new markets is not a new idea, but methods for identifying attractive opportunities have been weak or worse yet, nonexistent. In addition, most companies are not organized to create new markets and therefore lack the resources to do so. What we have discovered in our work with Fortune 1000 companies over the past 14 years is that the discovery of new market opportunities requires different thinking and different methods. We know that customers buy products and services to help them get "jobs" done. To identify opportunities for new market creation, companies must be able to determine what job or group of related jobs customers want to get done, but cannot do so successfully given the products and services that are currently available. This requires new research, segmentation and targeting tools and an organizational structure that is devoted to pursuing the opportunities that are discovered. This thinking is featured in The Innovators Solution, a recent book by Harvard Business School Professor, Clayton Christensen and is considered by top firms to the first real methodology for new market creation. What you will learn : What types of customer inputs are needed to discover new market opportunities. How to prioritize opportunities for new market creation. How to target opportunities for new market creation. What barriers typically lead to failed implementation. Why new market creation is an attractive form of innovation and growth. You will not want to miss this chance for a primer on new market creation from the outcomedriven innovation leaders. These new research methods, adopted by major US corporations such as Microsoft, are changing the face of how companies listen to customers and discover opportunities for net new growth. Presenter: Tony Ulwick is the CEO of Strategyn, Inc. and author of What Customers Want, (McGraw Hill, September 2005). He is also the author of Turn Customer Input Into Innovation, (HBR, January 2002) and several other articles published in Strategy & Innovation, a Harvard Business School Publishing newsletter. All you need to attend is : A 56Kbps Internet connection or better Computer speakers for the audio Netscape 4.x or Internet Explorer 4.x (AOL users: AOL 5.0 and above only) Linux Users Please Note: To use the current Java client you will need to update to the latest version of Mozilla 1.7.3. Firefox/Mozilla. Using FireFox. Click Here To Set Up The WebEx Event Manager installed before the event Click Here To Set Up . NOTE: This plugin will not install if your browser has high security settings or you do not have administrative rights on your PC.

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