Jobs to be Done

By Stephen Wunker

A roadmap for customer-centered innovation. 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.
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