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, 2016
Product Management Startup Leadership Business Marketing
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About usReading is a fantastic way to learn. Books can take you into areas and places you’ve never been before, they can teach you from failures and successes, and they can tell you thrilling stories about people, products, and teams. With the PM Library, we help you explore new books and topics around tech, business and design because we believe reading is essential to building better products and growing in our careers.
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