Jobs to Be Done
A Roadmap for Customer-Centered Innovation
Authors: Stephen Wunker, Jessica Wattman, David Farber
Pub Date: November 2016
Print Edition: $24.00
Print ISBN: 9780814438039
Page Count: 224
e-Book ISBN: 9780814438084
Buy the book:
Let your CUSTOMERS drive 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.
About the Authors
STEPHEN WUNKER worked with Christensen for years, led development of one of the first smartphones, and now runs New Markets Advisors. He has written for Forbes, Harvard Business Review, and The Financial Times. JESSICA WATTMAN is the consultancy’s Director of Social Innovation, and DAVID FARBER is a Manager at the Boston-based firm.
Search the full text of this book
Search Full Text of
For single copy purchases of any AMACOM title, you can connect directly to the online retailer of your choice, from the list below, to buy the title you have selected. Most of our links will take you directly to that title on the site, making your shopping experience easier. You can also visit your local retailer, and if the book is not on their shelves they can special order it for you.
Retailers: Please contact us to change or add a listing.
Buying in Bulk?
We have very competitive discounts starting at 5 copies, as well as personal service, for bulk orders. Simply contact our Special Sales Department. Call 800-250-5308 or 212-903-8420 and ask for Special Sales. You can also email: SpecSlsWeb@amanet.org