July 2008
Intermediate to advanced
320 pages
7h 26m
English
book
The Innovator's Guide to Growth: Putting Disruptive Innovation to Work
by Scott Anthony, Mark W. Johnson, Joseph V. Sinfield, Elizabeth J. Altman
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CHAPTER 4
Identifying Jobs to Be Done
THE CONCEPT OF “jobs to be done” probably generates more interest than any other concept in The Innovator’s Solution.1 The concept that customers “hire” products and services to get jobs done in their lives is highly intuitive and extremely understandable (see the box, “Theory Refresher: Jobs”). The case studies in the book—describing how many consumers “hire” milkshakes as a way to fill long, boring commutes and Research In Motion’s BlackBerry to kill time productively— carry a counterintuitive ring of truth. The prescription seems simple: to identify opportunities to create new growth, look first for important “jobs” that people can’t get done satisfactorily with current solutions.
The jobs-to-be-done ...
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I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.