Jobs to be Done

Jobs to be Done

Theory to Practice

by Anthony W. Ulwick

  • Why read?

    Why do so many innovation projects fail? What are the root causes of failure? How can they be avoided?

    Since 1991, Tony Ulwick has pioneered an innovation process that answers these questions. In 1999, Tony introduced Clayton Christensen to the idea that “people have underlying needs or processes in their lives, that they are addressing in some way right now” — an insight that was to become Jobs-to-be-Done Theory.

    202 pages, Idea Bite Press 2016

  • Information


    Product Management Leadership User Research Design





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