Urquhart (Urko) Wood – Medium

Urquhart (Urko) Wood

Urquhart (Urko) Wood

How to Differentiate and Grow with the JTBD Innovation Map (Part 2)

Companies don’t adopt JTBD because it’s the “new thing.” They adopt it because it gives them the highest likelihood of achieving their…

8 min readOct 25, 2022

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How to Differentiate and Grow with the JTBD Innovation Map (Part 2)

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Urquhart (Urko) Wood

How to Differentiate and Grow with the JTBD Innovation Map (Part 2)

Companies don’t adopt JTBD because it’s the “new thing.” They adopt it because it gives them the highest likelihood of achieving their…

8 min readOct 18, 2022

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How to Differentiate and Grow with the JTBD Innovation Map (Part 2)

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Urquhart (Urko) Wood

Today, I would like to introduce the JTBD Innovation Map to help firms execute innovation in a more…

NetJets, the fourth largest airline in the world, to create a new business-centric service for C-level executives who travel frequently for…

11 min readOct 11, 2022

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Today, I would like to introduce the JTBD Innovation Map to help firms execute innovation in a more…

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Urquhart (Urko) Wood

Lead, Follow, or Get Out of the Way!

“Lead, follow, or get out of the way!” (Getting out of the way is definitely not a good strategy).

1 min readAug 11, 2022

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Urquhart (Urko) Wood

Innovation is NOT inherently risky and messy

It saddens me to see so many firms fail when trying to create new and improved offerings because, in most cases, it’s unnecessary. New…

3 min readJul 26, 2022

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Innovation is NOT inherently risky and messy

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Urquhart (Urko) Wood

Think Different

Most people think of innovation as a mysterious and unpredictable act of creativity. That’s why most companies fail about 75% of the time…

2 min readApr 21, 2022

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Think Different

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Urquhart (Urko) Wood

What’s the Difference Between an Innovation Process and a New Product Development Process?

A good innovation process brings clarity and precision to the “fuzzy front end” so your team can consistently generate winning new product…

1 min readJul 5, 2021

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Urquhart (Urko) Wood

Debunking Myths to Drive Growth

Some people believe that the most innovative companies create customer demand with breakthrough new offerings. They say things like…

3 min readJul 30, 2020

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Urquhart (Urko) Wood

Focus is the key to successful innovation

Knowing where to focus is the key to successful innovation. “Focus…means saying ‘no’ to the hundred other good ideas…You have to pick…

1 min readJun 22, 2020

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Urquhart (Urko) Wood

Why Most Companies are Just “Flailing Faster” and What to Do About It

Over 25 million copies of the late Stephen R. Covey’s book, The 7 Habits of Highly Effective People, have been sold. It remains a…

3 min readJan 24, 2020

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Why Most Companies are Just “Flailing Faster” and What to Do About It

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Urquhart (Urko) Wood

Urquhart (Urko) Wood

Founder and Innovation Guide at Reveal Growth Consultants. We help organizational leaders get game-changing customer insights to drive innovation and growth.

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