Jobs to Be Done: A Roadmap for Customer-Centered Innovation

By Stephen Wunker, Jessica Wattman, David Farber
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:

- Gather valuable customer insights

- Turn those insights into new product ideas

- Test and iterate until you find success

Follow the steps in Jobs to Be Done, and you'll arrive at solutions that are both original and profitable.



    REVIEW QUOTES
"Jobs to be Done is highly organized and expertly crafted...Company leaders looking for ways to institutionalize innovation are sure to find it here." --Foreword Reviews




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ISBN: 9780814438039

About the Hardcover

Publisher Amacom
Publish date 11/15/2016
Pages 224
ISBN-13 9780814438039
ISBN-10 0814438032
Language English

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