Attending this event?
Welcome to the CPSI 2021 GROW virtual conference. All times are EDT. 
Back To Schedule
Monday, June 14 • 1:00pm - 2:30pm
You’re Hired! Understanding Jobs Theory for More Successful Innovation

Sign up or log in to save this to your schedule, view media, leave feedback and see who's attending!

Theodore Levitt – considered the founding father of modern brand marketing – famously said, “People don’t want quarter-inch drills, they want quarter-inch holes.” This is a simple reminder to marketers and innovators that people – vs. consumers, customers or targets – just want to get things done. This insight is what Jobs Theory, or Outcome-Driven Innovation, is all about. Come to this session to learn from a leader who has spent nearly 30 years in the marketing, advertising and innovation field. (And who has proudly written presentations for clients like, “A Woman is More than an Armpit,” or “Teens Don’t Care about Raisin Bran.”)  

What will you learn or experience as a result of this program or session?
  • You will discover what is Jobs Theory?
  • You will learn the functional, emotional and social components of a “Job to Be Done.”
  • You will learn key methods and insights to generate jobs as a powerful and more human-centric way to innovate.

How might the content of this program or session change your perceptions, habits, ways of working, or view on the world?
  • You might re-frame how you think about innovating based on outcomes.
  • You might start using the Jobs to Be Done nomenclature in your work.
  • You might see your own needs differently in getting outcomes achieved.

How might you apply what you learn or experience in this program or session?
  • You might apply this to innovation development of product and services.
  • You might use Jobs Theory in how you think about what business you are really in based on customer outcomes.
  • You might realize customers don't care about your products/services...they want goals to be fulfilled.

avatar for Cherri Prince

Cherri Prince

EVP, Head of Growth, Seed Strategy
Cherri has spent almost 30 years in advertising, marketing and innovation using Creative Problem Solving! She has been credited with something called "the Cherri Prince hard no" which is a foolproof way to firmly but politely establish clear boundaries. Using Creative Problem Solving... Read More →

Monday June 14, 2021 1:00pm - 2:30pm EDT