You’re here because innovation isn’t working the way it should.
Maybe your product roadmap is full of features no one asked for. Maybe your last “innovation sprint” produced 200 Post-It notes and zero new products. Maybe you’re watching competitors eat your margin while your R&D team debates incremental improvements.
You’re not alone. 72% of innovation projects fail — not because teams lack creativity, but because they’re solving the wrong problems.
We’ve spent 20 years helping companies like Liebherr, Palfinger, B.Braun, and Teleflex fix this. The answer isn’t more brainstorming. It’s understanding what your customers are actually trying to accomplish — and building products that help them do it better.
The Two Frameworks You Need to Know
Jobs to Be Done (JTBD)
People don’t buy products. They hire them to get a job done.
When a farmer buys a Pöttinger seeder, he’s not buying agricultural equipment — he’s trying to plant seeds at the optimal depth and spacing to maximize yield while minimizing time in the field.
That shift in perspective changes everything about how you define markets, segment customers, and prioritize features.
Start with: The Complete Guide to Jobs to Be Done
Outcome-Driven Innovation (ODI)
JTBD tells you what customers are trying to accomplish. ODI tells you where the opportunities are — with mathematical precision.
By quantifying 50–150 desired outcomes across importance and satisfaction, ODI reveals exactly which customer needs are underserved, overserved, or appropriately served. No guessing. No HiPPO decisions. Data.
Products developed using ODI have an 86% success rate — documented by Anthony W. Ulwick across 30+ years and 1,000+ innovation projects. Roughly five times the industry average.
Start with: Outcome-Driven Innovation: The Definitive Guide
Choose Your Path
“I’m a Product Manager trying to build better products.”
- What Are Jobs to Be Done? — The fundamentals in 10 minutes
- The ODI Process: 6 Steps — How systematic innovation actually works
- ODI for Product Managers — How to implement this in your daily work
- From Customer Insights to Product Roadmap — Making roadmap decisions defensible
“I lead an innovation team and we need a better approach.”
- JTBD vs. Personas: Why Segmentation Fails — Why your current approach isn’t working
- Product Strategy Frameworks Compared — Find the right methodology
- Innovation Metrics That Matter — Measure what counts
- Building Innovation Culture — Systems, not slogans
“I want to see real examples from companies like mine.”
- JTBD Examples in Manufacturing & MedTech — Palfinger, Fresenius, MOTUS
- ODI Case Studies — Enterprise implementations with results
- JTBD for B2B — Enterprise-specific applications
“I want practical tools I can use today.”
- JTBD Canvas Guide — Step-by-step visual framework
- How to Write Outcome Statements — The building blocks of ODI
- JTBD Interview Guide — Questions, process, and template
About MYLES Innovation
We’re not a general consulting firm that dabbles in innovation. We do one thing: help enterprise product teams make better decisions about what to build next.
With 20+ years of applied practice in Outcome-Driven Innovation, we bring a methodology with a proven track record to the DACH region. Our clients include some of Europe’s largest industrial companies — and they come back because the approach works.
Martin Pattera, Founder & CEO, has spent 20+ years in innovation consulting, working with 50+ enterprise clients across 10+ countries. He teaches at WU Vienna, RWTH Aachen, and DTU Executive School, and hosts The State of Innovation podcast with 49+ episodes featuring Europe’s leading innovation practitioners.
Ready to talk?
Book a complimentary discovery call to explore how these ideas apply to your organization.