Webinar "Discovering Next Market Winners Before the Competition"


May 11, 2023
Time: 15:00-16:00 CET (09:00-10:00 EST)

Developing a new winning product is like exploring uncharted wilderness without a map. But armed with a roadmap, you can blaze a trail to success, navigate unexplored territory, and discover untapped opportunities along the way.

Just like a roadmap can help you find your way in unfamiliar land, companies need a tool to navigate the complex landscape of customer needs. Customers aren't always great at expressing what they want, so you need to figure out their latent needs.

To make a splash in the market, companies need to do more than just meet their customers' existing needs. They need to dig deeper and uncover hidden needs that customers don't even know they have.

That's where Voice of the Product (VOP) comes in handy. VOP is a powerful tool within TRIZ that can help companies identify the sweet spot for innovation. While the familiar Voice of the Customer (VOC) approach relies on gathering feedback directly from customers, VOP takes a complementary approach. By analyzing the product itself, VOP can uncover unmet customer needs that may not be readily apparent. By utilizing various analytical techniques, VOP can reveal latent needs that are ripe for innovation and help companies stay ahead of the curve.

So, join us for this webinar to learn how to build products that your customers actually want. Using examples from TRIZ-inspired portfolio of market winners, we’ll demonstrate how innovation is a science, not an art.


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Victor Fey, TRIZ Master, CEO of GEN TRIZ, LLC, the leading systematic innovation service provider. Victor has over 35 years’ experience in TRIZ research, training, and application. A former student and a close associate of Genrikh Althsuller, the founder of TRIZ, Victor has collected more than two decades of consulting experience serving the Global 1000.  His work has ranged the gamut from teaching, coaching, and consulting to facilitating and leading cross-functional teams in delivering critical breakthrough product and technology solutions. Only at Hyundai-Kia Motors, his consulting effort resulted in obtaining over 100 patents with an estimated ROI of $100 million. 

From 1997 through 2014, he was an Adjunct Professor at Wayne State University, where he taught the first graduate-level course in TRIZ in the West. He has lectured on the subject at MIT, Stevens Institute of Technology, Chalmers University, Technion, National Tsing Hua University, Luiss Business School, and others.  His books include Effective Innovation: The Development of Winning Technologies, published by ASME Press, Introduction to TRIZ, printed by Nikkan Kogyo Shimbun (in Japanese), and Innovation on Demand: New Product Development Using TRIZ, released by Cambridge University Press (translated into Korean). 


Video recording of the webinar: