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Chris Green

Chris Green

Head of CX & Innovation
Purple Shirt
Ōtautahi, Christchurch, Aotearoa New Zealand

Chris has a long and deep background in strategy and innovation. Chris cut his strategy teeth in the UK before moving to New Zealand in 2000 where he led various strategy teams for organisations like Vodafone, Vector and TelstraClear. He moved to Australia in 2011 where he started to develop his expertise in the emerging field of innovation. He sharpened his innovation knowledge and skills studying under Professor Clayton Christensen (the godfather of modern innovation theory) at Harvard University and went on to lead one of Australia's leading innovation consultancies where he helped organisations run innovation projects and build innovation capability. Chris returned to New Zealand at the end of 2021 to lead the innovation practice of Purple Shirt, a UX design consultancy with offices in Auckland and Christchurch. In his spare time, you'll find Chris out on the water learning about foiling boats and boards.

Upcoming Talks and Workshops

Jobs To Be Done methodology and its role in driving customer choice

Innovation is at the core of revenue growth - finding new ways to create and capture value. The reason most innovations fail is not because they don’t work (organisations are very good at building products and services with features and benefits), they fail because they don’t create value on dimensions that drive customer choice. If you don’t understand the causal drivers of customer choice, then you’re largely shooting in the dark and at risk of creating something that customers don’t choose above the alternative market solutions. Jobs To Be Done is the most proven method for uncovering the causal drivers of choice and is a fundamental part of a best practice innovation approach. In this talk, you’ll learn about what JTBD methodology is, how to use it and how it will change the way you think about markets and competition.

Past Talks and Workshops

Jobs To Be Done methodology and its role in driving customer choice


As more companies look at opportunities to use web3 to achieve business goals, designers will increasingly need to understand how to design for it. Of course, web3 isn't just one thing - you might need to design for the metaverse, finance applications, NFT projects and more. Will your existing design skills stretch to this new domain or will you need to work in a different way? In this session we'll look at the similarities and differences between web2 and web3, discuss what you might need to learn, what challenges you might face and what you might need to do differently.