Chapter 2UNDERSTAND AND PRIORITIZE THE NEEDS
As we discuss in Chapter 1, social challenges can be explored through the lenses of the jobs-to-be-done of the ecosystem members. More specifically, identifying synergistic jobs and conflicting jobs is vital in order to balance members’ job satisfaction through innovative programs, products, and services. This chapter focuses on how to capture the members’ needs (through qualitative research techniques) and prioritize these needs (through quantitative research methods).
A common mistake made in innovation programs is to focus on only one or two members of the ecosystem. Such a myopic view leads to solutions that often fail to satisfy others in the ecosystem whose needs were not considered, yet are ...
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