Customer-Centered Innovation Framework

What is the Customer-Centered Innovation Framework?

Created by Brian Gladden, CEO of Si2, the Customer-Centered Innovation Framework is the first strategic planning & innovation framework to integrate the leading innovation tools and methodologies into one cohesive process.

Customer-Centered Innovation Framework Brings together:


All of these tools and frameworks have the Customer at the center of their thinking. Putting yourself in the customer’s shoes to understand their problems or “jobs to be done” is at the heart of each of these leading frameworks

Each module and tool can be a stand-alone engagement or part of a holistic strategic planning and innovation journey

Why is the Customer-Centered Innovation Framework Effective? 

  • Create & communicate your Why?
  • Transform culture & improve employee engagement
  • Visualize how you compete currently & how customers view your offerings
  • Embed innovation into strategic planning process
  • Exploit core capabilities & explore new opportunities
  • Reduce risk and uncertainty by testing & validating assumptions
  • Manage & measure new initiatives in alignment with corporate goals and objectives
  • Understand Covid Impact on you and your customers
  • Embed innovation into strategic planning process
  • Create offerings customers want

How Does it Work?

Module 1: Organizational Assessment

  • Conduct employee feedback interviews
  • Create your purpose, values, vision, and mission statements
  • Transform your culture by mapping outcomes, behaviors, enablers & blockers
  • Assess your innovation readiness and identify gaps to enable growth and innovation

Only 31% of US employees are actively engaged at work (Gallup, 2020)

More than 9 out of 10 employees are willing to trade a percentage of their lifetime earnings for greater meaning at work. (Better Up 2018)

Purposeful companies outperform the market by 42% financially (DDI World 2018)

Companies with high employee engagement are 21% more profitable than their competitors (Gallup, 2017).

72% say they feel it is more important than ever to buy from companies that reflect their values. (Cone/Porter Novelli 2019)

Module 2: Where Are We Now?

  • Visualize how you compare to competitors & how your customers perceive your offerings
  • Document your business model and how you create, deliver, and capture value
  • Define the customer’s jobs to be done

Module 3: Where Do We Want to Go?

  • Review Current Goals and Plan
  • Understanding the 6 Ways to Grow
  • Business Model Innovation
  • Discover the Pain Points of Buyers
  • Ideation & Disruptive Thinking

Module 4: How Do We Get There?

  • Identify the total demand landscape you can unlock
  • Apply systematic paths to reconstruct market boundaries
  • Develop alternative strategic options that achieve differentiation and low cost
  • Assumptions Mapping

Module 5: Testing & Validation

  • Design business experiments
  • Test assumptions
  • Prototype offerings

Module 6: Make Your Strategic Move

  • Deploy your new offering

Module 7: Managing & Measuring Innovation

  • Implement Balanced Scorecard & OKR’s
  • Align innovation to corporate strategy and vision
  • Document processes to evaluate new ideas, testing, funding, and disposal

Brian Gladden

Brian is the first to combine the top 5 Frameworks in his Customer-Centered Innovation Framework. For the first time ever, learn how to utilize the Frameworks to strategize and encourage innovation with the customer as the main focus.