IE Global Online MBA Innovation Workshop: Discover the Power of "Jobs to Be Done" with Professor Kiron Ravindran

Join us on January 27th, 16:00–17:00 CET for a dynamic, one-hour workshop led by Professor Kiron Ravindran, designed to reshape the way you think about customer needs, innovation, and market opportunities. Previously delivered to teams at Procter & Gamble with great success, this interactive session introduces participants to the Jobs to Be Done (JTBD) framework, a powerful approach to understanding not just what customers buy, but the progress they are trying to achieve.

Across four fast-paced segments, you will explore the spectrum of functional, emotional, and social jobs; practice crafting job statements through real examples; and learn how reframing markets around customer jobs can unlock more predictable, meaningful innovation. Through hands-on exercises, group discussions, and insights from alumni acting as focus group respondents, you’ll leave with practical tools, including the JTBD Market Definition Canvas.

After the workshop, you are warmly invited to stay for a 45-minute panel with alumni and the Program Director, who will discuss how these concepts translate into real-world decisions, career development, and the IE learning experience.

Please note: To receive the official invitation and final link to join the session, candidates must submit their application by January 27th. Once your application is received, you will be included in the distribution of the connection details.

We look forward to welcoming you and diving into the forces that truly shape customer choices and the opportunities they create.