IRI TRACK Workshop: Market-Back Strategy for Product Development

Event Type
1 pm - 4 pm
1 pm - 4 pm

Strategic Planning, New Product Development, Customer Insight, Trends

Please note, this is a two-part workshop. 
Part 1 & 2 are included in your registration. 

Are you looking to articulate your strategy that defines your strategic imperatives and the key areas you will not be focusing on? Have you searched for a way to define your differentiating capabilities and your customer needs? If so, this workshop is for you.
This workshop provides a framework for B2B organizations to develop and articulate winning strategies by applying a core set of strategic concepts. If your organization is looking for growth or improving its strategic thinking, this workshop will build your foundational knowledge.

Key concepts will focus on three areas: What is Strategy?, What is the Momentum of Your Business, Articulating Sweet Spots, and ‘Strategy on a Page’. Participants will leave this session with an approach to defining the current state of their business and a market strategy to inform decision-making. These concepts will be applied through real insights, not a series of fill-in-the-blank templates. Properly defining and developing a strategy must be market informed.

Participants should be willing to actively engage in the pre-work, case study and breakout sessions.
The concepts presented are built on over two decades of experience with over 1200 project teams across five continents. This background provides depth and breadth of expertise to ensure these concepts can be applied across different industries, market positions, challenges and technologies.



  • Watch a short video on “What is Strategy.”
  • Read Case Study – will be provided 4 days prior to the workshop 
  • Complete a review of the Momentum of Your Business – will be provided 4 days prior to the workshop

Optional Pre-work:

  • Read Three Chapters of Grassroots Strategy written by Jeff Bennett and Darrin Fleming – will be provided 4 days prior to the workshop


  • What is Strategy? & Framework Overview
    • Definition
    • Myths about Strategy
    • The Strategic Sweet Spot
    • Framework 
  • Mini-case Overview & Interactive Review 
  • Momentum of the Business
    • Definition 
    • Working Session 
  • Defining Markets for Growth & Customer Value
    • Defining Markets for Growth 
    • Customer Value 
    • Working Session:  Who is the Customer, What is the Problem you Solve, What is your Differentiation  
  • Market Segmentation & Value Proposition Sweet-Spots
    • Market Segmentation 
    • Value Proposition 
    • Working Session:  Target Segments & Sweet Spots 
  • Making Strategy Real
    • Definition 
    • Working Session: Strategy on a Page

The session will include breakouts to work with the tools and techniques to evaluate understanding and build connections with the other participants.
The second day will begin with an optional 30-minute question and answer session to allow participants to ask any questions from day one or the homework. Developing a strategy is hard work and we hope this time gives every participant the support they need. Additionally, it will also provide an opportunity to network with other attendees.

Who should attend:

This workshop is designed for business leaders, product managers, or those responsible for leading or contributing to strategy or strategic planning within their organization. Managers or individual contributors will gather relevant skills to apply to their businesses.

Registration Fees: 

IRI Members: $295

Non Members: $395 

Due to limited seating, we request that you cancel at least 48 hours before a scheduled class. This gives us the opportunity to fill the class. However, if you do not cancel prior to the 48 hours, you will lose the payment for the class.

All IRI events are broadcast in Eastern Standard Time

Lee Ann Cochran

Lee Ann Cochran


Amphora Consulting

Lee Ann Cochran, partner with Amphora Consulting, spent nearly 20 years in corporate workplaces across the aerospace, defense, start-up and non-profit industries after earning a BS in Materials Science & Engineering from The Ohio State University. Her career experience spans multiple organizational sectors, including research, process scaling, manufacturing, proposal development, commercialization, business development, sales, marketing, licensing, and market strategy.

As an agent for change, Lee Ann serves on the boards of the Ohio Aerospace Institute (OAI), the Ohio Alliance to End Sexual Violence (OAESV) and is the immediate Past President of the Women in Engineering ProActive Network (WEPAN) Board.  She is a prior Board member of the Innovation Research Interchange (IRI).
Lee Ann’s advocacy earned her Battelle’s recognition as a 2014 Women’s History Month honoree for championing ideas to drive change and shape the future and the Outstanding Soroptimist Award in 2016 with Soroptimist of Columbus and Franklin County. She has also been honored for her excellence in leadership, strategy and sales by organizations including Women for Economic Leadership Development (Women You Should Know, 2014), Smart Business (Progressive Woman in Cleveland, 2017), and WEPAN (President’s Award, 2018).
A TEDx speaker and author of Perspectives: Authenticity in the Workplace, Lee Ann travels globally to deliver keynote presentations and workshops delivering the Amphora Grassroots Strategy program and supporting employers who value diversity, equity and inclusion while creating a positive work environment.

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