Title: Outcome Driven Innovation for Successful Process Innovation

Abstract:

According to McKinsey and Company, 70 percent of all change programs fail to achieve their goals. Jobs-to-be-Done (JTBD) is a strategy and Outcome Driven Innovation (ODI) is a process that uses Lean principals and tools to flip that metric so that at least 70% of new process improvement initiatives and innovations are successful. It is built on the theory that people buy products and services to get jobs done. JTBD takes the mindset out of solution space and moves it into problem (job) space.

A process can be defined as a Job Map. A good job map will describe what the person is trying to get done independent of all the competing solutions or tools that people are using. Unlike a process map, a Job Map does not attempt to detail what people are doing or the actions they are taking as they execute the job, e.g., favorite a good song, enter the song into a playlist, etc. Rather, a Job Map details, step-by-step, what people are trying to accomplish as they execute the job from beginning to end. A completed job map represents the “ideal process flow” for that job: all the steps in the ideal order for efficient execution.    

Learning Objectives. In this presentation you will learn:

• How JTBD and ODI uncovers unmet customer needs (VoC)
• How to create a job map and uncover hidden customer needs
• Discuss case studies

If time permits, we’ll show how Quality 4.0 tools such as cluster analysis can be used to discover hidden segments of opportunity.

Speaker Bio:

Ronald J. Kelley, PhD, ASQ CSSBB, is President of Green Gap Solutions, LLC. He has over 25-years of experience in innovation, process improvement, and risk management for government and corporate clients. His most recent venture is to assist clients implement "Jobs-to-be-Done" theory and Outcome Driven Innovation methodology and is a certified practitioner. He has also trained clients in Lean Process Improvement for the City of Baltimore, the Maryland Motor Vehicle Administration, and provided risk management services for NIH and the FDA. He is a serial entrepreneur, having founded three technology companies. He also trains and mentors new startup companies through the Missouri University of Science and Technology and the National Science Foundation (NSF). Dr. Kelley has been an adjunct faculty member at the University of Maryland and Montgomery College teaching quality and innovation. He is Deputy Region Director for Region 5 (Maryland, Virginia, and Delaware) of the American Society for Quality (ASQ), and past Chair of ASQ 509, Washington, DC, and Maryland Metro Section, where he currently serves on the board.  Dr. Kelley is a USAF veteran and holds a Ph.D. in Physics from the University of Wisconsin at Madison. He is a Motorola and ASQ Certified Six Sigma Black Belt (CSSBB) and a Motorola Distinguished Innovator with 31 US patents awarded.