Innovation is no accident.
We deliver new products that create value with certainty. Our goal is achieved when clients say: “You kept your promise.”
Trusted by innovation leaders across Europe
Most new products fail. Not for lack of creativity.
Industry research consistently shows roughly 70% of new products miss their financial targets — not because teams lack creativity, but because they solve the wrong problems. Millions invested in solutions for needs that don’t exist — or the needs that matter get ignored.
We replace gut feel with quantified customer evidence. Using Outcome-Driven Innovation and Jobs-to-be-Done, we identify precisely which customer needs are underserved — and which aren’t worth pursuing.
86%
Five times the industry average.
Documented across more than 1,000 innovation projects and 30 years of applied practice by Anthony W. Ulwick (originator of ODI). ODI-led products achieve a measurably higher market success rate — because they are built on quantified, underserved customer needs rather than assumptions.
Four services. One discipline.
Every engagement is built on the same methodology — tailored to the format you need.
New Business Acceleration
From objective definition through market validation to prototype. Systematic identification of new growth opportunities.
Read more → 02Product & Service Development
ODI methodology to precisely identify unmet customer needs. We quantify desired outcomes instead of guessing.
Read more → 03Digital Transformation & AI
Human-centered, not technology-centered. We ensure digital initiatives solve real customer problems.
Read more → 04ODI Training
Embed ODI as an organizational practice. We train your teams to apply the methodology independently.
Read more →Needs are stable. Solutions change. Know the right job-to-be-done, build the right products.Martin Pattera Founder & Managing Director, MYLES
Outcome-Driven Innovation. In six steps.
Over 20 years of applied practice, distilled into a repeatable process from market definition to validated concept.
Define market
Market = job executor + job-to-be-done
Discover needs
Uncover 50–150 desired outcomes
Quantify
Find over- and under-served needs by segment
Map opportunities
The Opportunity Landscape
Set strategy
Data-driven growth strategy
Generate concepts
Targeted solutions, validated
What heads of innovation say, not what we say.
MYLES helped us validate value creation potential from the customer perspective. The ODI approach revealed opportunities we had completely overlooked.
The systematic approach to understanding customer needs transformed how we prioritize our innovation pipeline.
Working with MYLES brought clarity and rigour to our innovation process. The data-driven methodology gave us confidence in our strategic decisions.
State of Innovation — 50+ episodes with Europe’s innovation leaders.
Martin hosts The State of Innovation. Conversations with heads of innovation at Liebherr, Roche, Volkswagen, Rolls-Royce and others — on what actually works in practice (and what doesn’t).
Listen & follow
50+ published episodes. Depth, not talking points. Two decades of practical know-how per conversation.
Martin as a Speaker
Keynotes, panels and workshops on Outcome-Driven Innovation, Jobs-to-be-Done and systematic innovation management — in English and German, for boards, innovation organisations and industry conferences.
Latest perspectives from the practice.
What Is ODI? Outcome-Driven Innovation Explained
The Innovation Problem Nobody Wants to Talk About Every large company in the DACH region has an innovation process. Most of them have …
Read →What Are Jobs to Be Done? A Primer for Product Leaders
The Question Your Product Team Is Not Asking Every product team asks some version of “what do customers want?” It is the default …
Read →Value Proposition Design Using Jobs to Be Done
The Value Proposition Precision Problem Every B2B company has a value proposition. Most of them sound the same. “We deliver innovative …
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