How Can a Revenue Growth Strategy Be Executed?
                     How Can a Revenue 
Growth Strategy Be 
Executed?
Revenue Generation Through New 
Value Creation -
• Establish a shared innovation vocabulary and 
conceptual framework to lay the foundation for 
success.
• Build a “customer-centered innovation job-map” to 
gain unique insights without any customer 
interviews. (This is different from a “customer 
journey map” that documents how customers 
interact with your firm and current offerings. A job 
map documents what customers are trying to get 
done independent of any solution).
• Identify opportunities for new value creation.
Overview of Jobs-to-Be-Done-
Most people think innovation is inherently risky 
and messy. That’s understandable when you 
consider that 60-90% of new products fail. And 
yet, studies have repeatedly shown that the 
primary reason for these high failure rates is 
misunderstanding the market. This reveals that 
innovation itself is not risky and messy; how 
organizations are going about understanding their 
target market (customers) is risky and messy.
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