Orange Squid

Orange Squid has been recognised as an ABA100 Winner for Product Innovation in The Australian Business Awards 2017 for the research and development of Jobs To Be Done Research. The Australian Business Award for Product Innovation [PIA] recognises leading products and services that provide innovative solutions for new and existing market needs.

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Orange Squid is a strategic innovation consultancy that partners with organisations to help build innovation capability and deliver strategic innovations to the market. It is a small team of innovation experts that is passionate about turning the best academic thinking into pragmatic, actionable approaches that organisations can adopt and implement. Its vision is to “help organisations innovate and re-establish Australia as a global leader of change”. Orange Squid was established in 2015 and is based in Melbourne.

A key figure of inspiration for Orange Squid is Clayton Christensen, the Harvard Professor who is widely regarded as the ‘godfather’ of modern innovation theory having written a number of successful publications including “The Innovator’s Solution” and “The Innovator’s Dilemma”. He coined the term Disruptive Innovation and his theories on market disruption have been adopted globally with “disruption” now being a common term in the business vernacular.

Christensen is a big believer in customer-driven innovation and he took Theodore Levitt’s early work and turned it into a new approach to understanding customers. He called this approach Jobs-To-Be-Done. His theory which is outlined in the 2005 Harvard Business Review article “Marketing Malpractice: The Cause and the Cure” presents the case for using the Jobs-To-Be-Done approach as an alternative to traditional research methods which have largely been ineffective at generating insights into customer needs. At its most simplistic level, Jobs-To-Be-Done methodology is based on the idea that customers “hire” products and services to get functional, emotional or social jobs done. Once you have uncovered the jobs they’re trying to get done, then designing a product to get the job done is fairly straightforward.

The Jobs-To-Be-Done Research product was one of Orange Squid’s foundation products that was launched in 2015 and has been refined over the last 18 months. The product helps Orange Squid’s clients identify “gaps” where customers are struggling to get jobs done because they’re being poorly served by the available market solutions. These gaps present the biggest opportunities for innovation – they are known customer problems where customers would value a better solution.

Orange Squid has continually refined and developed their methodology and capability and learnt how to make the research and insights process more efficient. They have deployed this product across a range of different industries/territories and have never failed to uncover new opportunities to innovate and create value. These territories include such diverse sectors as education, health, financial services, property and charities.

For further information about Orange Squid go to

Organisational participation includes private companies, publicly listed companies, multinational subsidiaries, not-for-profit organisations, non-government organisations, educational institutions, franchise systems, partnerships, government departments, government agencies, local government and statutory bodies operating in Australia. Participants are required to complete a written submission for a specific initiative or product. Initiatives can include but are not limited to projects, programs, processes, systems, technologies, developments, ventures and undertakings. Products can include but are not limited to goods, services, devices, equipment, programs, processes, activities, applications, software, cloud-based services, platforms and systems. Entry is open to all domestic and international products commercially available on the Australian market.
Entries are assessed utilising a robust and dynamic framework to ensure that the assessment process is pertinent and objective. The World Business Awards Framework (WBA Framework) is utilised as a structured model of assessment that enables the participating organisations to be benchmarked against world class performance standards. The WBA Framework consists of specialised assessment modules pertaining to the evaluation criteria for each of the award categories. The criteria and sub-criteria provide a robust set of requirements that are used as the methodology for benchmarking and learning among the participating organisations.
The Australian Business Awards are an annual comprehensive awards program which recognises organisations that demonstrate the core values of business innovation, product innovation, technological achievement and employee engagement via a set of business and product award categories. The Australian Business Awards are the national chapter of an integrated, hierarchical leadership program conducted on a national and international level. Eligible organisations participate in the international chapter of the program at The World Business Awards. Conducted annually, The World Business Awards seeks to engage with the world’s business, innovation and technology leaders through a global recognition and knowledge building initiative that is underpinned by the program’s established framework. The program engages with organisations worldwide to benchmark the full spectrum of their products, services and initiatives and to review their business performance. The cycle culminates in the recognition and celebration of organisations that implement world-class business initiatives, projects, products and services.
Organisations that participate are provided with the unique opportunity to benchmark themselves against the top performers globally. The recipients are acknowledged for their achievements and identified as the elite of their industry earning a place amongst a distinguished group by having their projects, initiatives, products, services, contributions and achievements being recognised on a prominent and far-reaching scale. The program provides the ultimate platform for building knowledge, increasing brand awareness, equity, loyalty and retention through increased exposure, recognition and prestige. This establishes a valuable resource that can be used extensively to create opportunities for publicity, positive organisational profiling and heightened brand awareness within the respective industries both nationally and internationally.