🤝Work with Mike

I help companies create new value and define new categories by focusing on the front-end of innovation.

My work isn’t about incremental improvements to existing products. It’s about developing a fundamental, underlying truth about a market. Based on that truth, we systematically identify the correct Job to be Done and the correct job executor, laying the foundation for a breakthrough product.

Getting these wrong by relying on a handful of customer interviews is a serious mistake.

How I Can Help

I offer a few focused ways to put this theory into practice.

1. JTBD Discovery & Category Definition (Project)

This is a full, end-to-end research and strategy project. We go beyond symptoms to deconstruct your market and uncover a core, fundamental truth. We then use that truth to define a new opportunity and map the ‘Job to be Done’ that will unlock it.

• Best for: Teams seeking to define a new market category, launch a breakthrough product, or find a new, defensible strategic direction.

• What you get: …