Jobs to Be Done
A Roadmap for Customer-Centered Innovation
by Stephen Wunker, Jessica Wattman, David Farber
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
Product Management Startup Leadership Business Development Marketing
About usThe PM Library is a platform with over 300 curated book recommendations for creators, entrepreneurs, and professionals who want to make an impact in this world.
We are being followed and read by incredible people in some of the best product-left companies.