This 2-day Master Class is an in-depth and interactive learning experience exploring how to create, advance, pivot, or transform a product line… creating and carrying out an intense focus on continuous product line velocity improvement.

Many managers don’t recognize that every product line has a root system type that defines how the product line works. We call this the system archetype.

Decision Flow

In the past, whole industries have been defined using Noun-Based segmentation. When you buy a market research study, it’ll break down an industry by Noun-Based segments. But driving greater value from innovation and product development demands we complement the noun approach with verbs.

Agile, Jobs-to-be-Done, and Product Line Strategy are in a significant struggle. Each tool drives superb product development results, but old-school gurus didn’t design them to work with one another. Instead, they push in different directions. The key to solving the challenge and reaping extraordinary gains is to employ a powerful toolset called Innovation Charters.

Verb-based Segmentation

Complementing Noun-based segmentation with Verb-based Segmentation enables teams to craft smart strategies and roadmaps for entire product lines. Verb-based segmentation is an enormously important and valuable approach that gets lost in the single-product JTBD enthusiasm that’s taken hold in nearly every company.