Finding the Market's Sweet-Spot

Lessons from IBM

Innovation is not about new technology. It is about relevance. It is about developing customer insights in the context of market forces and technology to identify opportunity. In many cases, the opportunity has not been previously defined, either by the market, or the user. This seminar will help you unlock the secrets that lead to these opportunities, help you mine for the unarticulated wants and needs of your customers, and convert that knowledge into marketplace success. Lee Green, Worldwide Director, IBM Design Strategy and Brand Experience, will share insights from his 25 years of experience leading efforts to develop innovative products that achieve marketplace success. Learn about IBM’s design methodology, a process that relies heavily on observation and then market and user validation and iteration, and apply this framework to your business to achieve real business results.

Fee: Yes

Contact Information:
James Van Doren
Executive Education
james.vandoren@case.edu
Phone: 216-368-6413
Fax: 216-368-0200

Website Resources:
Finding the Market's Sweet-Spot
Weatherhead Executive Seminars
Thursday, March 1, 2007 from 9 a.m. to 4:30 p.m.
Sponsored by: Weatherhead Executive Education

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