Book description
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.
Table of contents
- Cover
- Half title
- Title
- Acknowledgments
- Contents
- Introduction: Charting a Roadmap to Great Ideas
- Part I Understanding Jobs to be Done: Finding High-Potential Avenues for Growth
- Part II Using Jobs to be Done to Build Great Ideas: Making Success Repeatable
- Afterword: Institutionalizing Jobs to be Done Thinking
- Appendix A: Quick Reference Guide
- Appendix B: Jobs in the Public Sector
- Notes
- About the Authors
- Index
- Copyright
Product information
- Title: Jobs to Be Done
- Author(s):
- Release date: November 2016
- Publisher(s): AMACOM
- ISBN: 9780814438084
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