Jobs to Be Done

It’s not enough to have a strong vision or a single great idea. To successfully innovate—in a way that doesn’t mimic every other competitor—you need to see the range of opportunities open to you. A serious customer-centric view of the landscape will tell you what routes contain latent opportunities for you to exploit. It can also lead you away from uncomfortable pain points associated with current approaches and guide you through the pitfalls of getting customers to act in unfamiliar ways. Importantly, a true customer-centric approach will pinpoint the ways in which a new solution has to excel over existing offerings and lead you down the right paths to making money.

THE CENTRAL ROLE OF JOBS TO BE DONE

All over the world, people go about their ...