Jobs to Be Done

Jobs to Be Done

A Roadmap for Customer-Centered Innovation

by Stephen Wunker, Jessica Wattman, David Farber

  • Why read?

    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.

    224 pages, AMACOM 2016

  • Information

    Disciplines

    Product Management Startup Leadership Business Development Marketing

    ASIN

    B01HJ35YNI

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