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From Paper Maps to Smart Navigation: How Jobs to Be Done Evolve with Context
Imagine it’s 1990.
Dec 2
•
Yetvart Artinyan
1
The Costly Illusion of Control: Why Business Cases at the Start of Innovation Destroy Learning
A few weeks ago, I sat with an innovator over coffee.
Dec 1
•
Yetvart Artinyan
2
November 2025
From Ghettoblaster to Spotify: Why Innovation Fails When You Confuse Products with Jobs
Picture a kid in the 1980s walking down the street with a massive ghettoblaster on their shoulder.
Nov 25
•
Yetvart Artinyan
The Hidden Jobs of Fashion: A JTBD Perspective
In European cities, fashion is not merely about clothing; it’s a complex interplay of identity, emotion, social belonging, and sustainability.
Nov 24
•
Yetvart Artinyan
1
A Thought Experiment: Outcome-Based Pricing for Your Offering
Most companies still set prices the same way: add up costs, check competitor rates, add a margin.
Nov 18
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Yetvart Artinyan
1
2
Beyond the Innovation Opportunity Landscape: How to Evaluate Opportunities That Really Matter
Tony Ulwick’s Outcome-Driven Innovation (ODI) framework is one of the most precise tools for prioritizing customer needs.
Nov 17
•
Yetvart Artinyan
1
2
The Hole in the Chair That Tells the Truth About Innovation
Walk into any cafeteria, office, or classroom, and you’ll spot a small detail that says a lot about innovation: the horizontal cutout at the top of a…
Nov 11
•
Yetvart Artinyan
1
Why Startups Really Fail: Looking Beyond the Symptoms
During my master’s thesis, I spent months researching why startups fail.
Nov 10
•
Yetvart Artinyan
1
7
We’re Great at Inventing — Terrible at Deploying
The biggest gap in innovation isn’t creativity. It’s absorption. We keep inventing faster than we can integrate.
Nov 4
•
Yetvart Artinyan
1
1
AI Is the New Internet: The Horizontal Revolution in Cognition
This article is inspired by an essay from Steve Blank, where he compared the automobile industry with the disruption of carriages and drew a bridge to…
Nov 3
•
Yetvart Artinyan
1
October 2025
Horizontal Disruption: When Innovation Shifts Not Just Markets, but Values Between Entire Industries
In October 2025, the Nobel Prize in Economics honored work that fundamentally deepens our understanding of innovation and economic growth.
Oct 30
•
Yetvart Artinyan
2
1
When Running Your Business Model Perfectly Becomes Your Greatest Weakness
Every company runs on a story.
Oct 28
•
Yetvart Artinyan
1
1
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