Iain is a growth mentor, experienced innovation consultant, market strategist and user researcher. He helps innovation teams pinpoint disruptive growth opportunities and winning product strategies.Collaboratively working with agile and lean product teams he helps them to define and validate customer value model using Jobs-To-Be-Done (JTBD). This method helps teams to build a perfect understanding of any market by measuring customer value and understanding how different market segments are underserved or overserved.This helps teams to: *Align a disruptive technology to the growth segment in the market *Remove product and confirmation bias out of team decisions making - the hidden killer of product innovation. *Enable a common language for teams to describe and measure customer value* Achieve precision in go-to-market execution by aligning to the customer segments emotional needs and getting compelling messaging right fasterHe is a co-author of ‘Entrepreneurship In Emerging Economies’ addressing how jobs-to-be-done and user-centered-design pinpoint market opportunities and identify winning value propositions. Iain regularly speaks at events and top universities around the world including the University of Warwick, Hong Kong Polytechnic University, National Defence University of Malaysia, Chulalongkorn University Thailand.Specialties: User Research, Jobs-To-Be-Done, User-centred design, HCI, Data-Driven User Segmentation, Customer Value Gap Analysis, Value Proposition Design, Product Roadmapping, Disruptive Innovation, Product Strategy.