Successful innovation doesn't begin with a brainstorming session?it starts with the customer. So in an age of unlimited data, why do more than 50% of new products fail to meet expectations? The truth is that we need to stop asking customers what they want . . . and start examining what they need.
First popularized by Clayton Christensen, the Jobs to be Done theory argues that people purchase products and services to solve a specific problem. They're not buying ice cream, for example, but celebration, bonding, and indulgence.
The concept is so simple (and can remake how companies approach their markets) ? and yet many have lacked a way to put it into practice. This book answers that need. Its groundbreaking Jobs Roadmap guides you through the innovation process, revealing how to:
Follow the steps in Jobs to Be Done, and you'll arrive at solutions that are both original and profitable.
Author(s): Wunker, Stephen • Wattman, Jessica • Farber, David
Publisher: Amacom
Pub. Date: 2016
pages: 219
Language: lang_en
ISBN: 978-0-8144-3803-9
eISBN: 978-0-8144-3808-4
Successful innovation doesn't begin with a brainstorming session?it starts with the customer. So in an age of unlimited data, why do more than 50% of new products fail to meet expectations? The truth is that we need to stop asking customers what they want . . . and start examining what they need.
First popularized by Clayton Christensen, the Jobs to be Done theory argues that people purchase products and services to solve a specific problem. They're not buying ice cream, for example, but celebration, bonding, and indulgence.
The concept is so simple (and can remake how companies approach their markets) ? and yet many have lacked a way to put it into practice. This book answers that need. Its groundbreaking Jobs Roadmap guides you through the innovation process, revealing how to:
Follow the steps in Jobs to Be Done, and you'll arrive at solutions that are both original and profitable.
