New Business Acceleration
You’re entering an adjacent market. Modules 01 → 02 → 03 → 04 → 05.
Modules 01 · 02 · 03 · 04 · 05
Modular. Outcome-driven. Calibrated to where you start.
Six modules along the ODI process. Pick the right entry point — from business charter to validated value proposition.
An end-to-end innovation process for predictable market success.
Over more than two decades we have built a modular innovation process that starts with your business strategy, uncovers true customer needs, quantifies them, and ends in validated concepts. Each module can stand alone — or be combined into a complete journey.
Our single KPI: the sponsor’s confidence that the initiative will succeed in the market. Everything we do serves that certainty.
Module 01
2–4 weeks
Business Charter & Customer Exploration
ODI Step 1 · Define the market
The foundation. Align leadership on the business challenge, objectives, success metrics, scope, and target customers — and immerse the team in the ODI mindset.
What you get
- Business Charter Canvas (Miro) with ambition, value proposition, success criteria, scope, target customers, barriers
- Introductory training materials on ODI (PowerPoint)
- Business Charter Workshop (in-person, online or hybrid)
- Indicative customer-centric market & needs model for iteration
Ideal when
Teams launching a new initiative who need alignment before committing budget.
Module 02
2–6 weeks · optional
Market Definition & Target Customers
ODI Step 1 · Define the market
Confirm market relevance — size, price levels, margins, growth rates — and prioritise applications, geographies and customer groups before larger investment.
What you get
- Research framework targeting competitive solutions, growth potential and key open questions
- AI-powered desk research and up to three subject-matter expert interviews
- Market Definition Summary (Miro) with prioritised job executors, applications and geographies
- Share-out workshop with your team
Ideal when
When you need to validate market attractiveness before commissioning a full ODI study.
Module 03
10–12 weeks
Customer Needs Discovery
ODI Step 2 · Uncover desired outcomes
Qualitative deep-dive answering “What do customers really want?” — capturing functional, emotional, related and consumption-chain jobs across diverse executor groups.
What you get
- Screening survey + discussion guideline for qualitative interviews
- Interviews with shippers / operators / specifiers / buyers across heterogeneous backgrounds
- Job map & needs model (Miro + PowerPoint) — 50–150 outcomes per JTBD
- Business Visioning Workshop based on the needs framework
- Key quotes and passages from job-executor interviews
Ideal when
When you need an actionable customer needs map to inform product, segment and messaging decisions.
Module 04
14–16 weeks
Quantitative Opportunity Validation & Segmentation
ODI Steps 3 & 4 · Quantify & map opportunities
The large-scale survey that finds the sweet spot — under- and over-served needs, hidden segments with specific value-creation opportunities, and competitive (dis-)advantages.
What you get
- Survey design + screening questions, in local language versions if needed
- 150+ structured interviews per stakeholder group via our field partners
- Customer needs data tool (Excel) with opportunity scores by segment
- Quantitative Opportunity Report (PowerPoint) with opportunity landscape
- Hand-over workshop (online) to share results across your organisation
Ideal when
When financial or strategic risk is high and you need decision-grade confidence in the opportunity.
Module 05
2–4 weeks per run
Solution Strategy & Concept Development
ODI Step 5 · Formulate the growth strategy
Translate the prioritised opportunities into a strategy: which to address first, which to defer, and what the solution architecture should look like.
What you get
- Solution strategy & concept development workshop (in-person)
- Solution strategy & concept development summary (Miro + PowerPoint)
- Internal press releases for innovation communication
Ideal when
When you have the data and now need to commit to a strategic direction.
Module 06
4–6 weeks per run
Value Proposition Design & Validation
ODI Step 6 · Generate ideas, create concepts
Refine the value proposition into testable concepts and validate them with customers before R&D commits.
What you get
- Validation bootcamp workshop (in-person)
- Value Proposition Design & Validation summary (Miro + PowerPoint)
- Refined press releases reflecting customer-validated language
Ideal when
When you need market-truth before launch — to lock in product fit and messaging.
Capability Building — so you don’t need us, next time.
Methodology you buy is a project. Methodology your team masters is a capability. Four programs that progressively shift ODI from “MYLES does this for us” to “we do this ourselves.”
Program 01 · 3–5 days
ODI Cohort Program
Multi-day intensive for 10–15 people from commercial, R&D, marketing, product. Participants bring real customer projects and apply ODI live.
Program 02 · 3–6 months
Applied Project Coaching
Hilfe zur Selbsthilfe. We coach your team while they run their first ODI project. Workshop facilitation, methodology reviews, milestone steering.
Program 03 · 4–8 hours
Innovation Mindset Workshops
Half-day or full-day sessions for 15–30 people. Builds shared vocabulary across functions — leadership, commercial and engineering finally argue in the same language.
Program 04 · 4–8 weeks
Certification & Train-the-Trainer
For organisations that want permanent internal ODI capability. Certified practitioners run ODI projects independently. Trained internal trainers run cohort programs themselves.
Also throughout every engagement
Project Steering
Regular online and on-site steering meetings. Decisions made together — not in a back office.
AI-Powered Desk Research
Scaled market and competitive analysis with AI — combined with human judgment. Faster to defensible assumptions.
Four common entry points. One discipline.
Which modules you combine depends on where you start today.
Product & Service Development
You know the market — you need clarity on the next product.
Modules 01 · 03 · 04 · 05 · 06
Digital Transformation & AI
You want digital initiatives anchored in the customer job — not tech trends.
Modules 01 · 03 · 05
Capability Building
You want ODI embedded as an organisational practice — your own cohort, your own trainers, your own projects. Four programs from workshop to certification.
Dedicated product line 01 · 02 · 03 · 04
Discovery Call · 30 min