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
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Why do most new products fail to meet expectations in an age of unlimited customer data? As Henry Ford reputedly put it, “If I’d asked people what they wanted, they would have said faster horses.” The truth is, we need to go beyond what customers say they want and understand why they have the wants that they do.
First popularized by Clayton Christensen, the concept of Jobs to Be Done argues people purchase products and services to achieve specific goals. While the concept is simple, the path to putting it into practice has been murky. This book’s groundbreaking Jobs Roadmap takes you step by step through the innovation process and reveals how to:
• Gather valuable customer insights • Turn those insights into new product ideas • Test and iterate until you find original and profitable solutions.
Advance Praise for Jobs to Be Done:
“As companies struggle to predict whether people will choose one product over another, Jobs to Be Done gives a clear method for understanding what will make goods stand out. The steps it provides will help maximize the likelihood that your product will succeed.” —Jennifer Saenz, Chief Marketing Officer, Frito-Lay
“Jobs to Be Done takes what has become an essential theory for gauging customer needs and turns it into a structured approach to innovation based on what really drives behavior. It provides a coherent and highly actionable set of tools that you can put to use right away.” —Vijay Govindarajan, Coxe Distinguished Professor, Dartmouth College, Tuck School of Business
“The Jobs methodology is core to how Nestlé approaches the front end of innovation. This book brings innovation to the next level, offering extremely practical steps to create opportunity in both established and new markets.” —Doug Munk, Director, Innovation and Strategy, Nestlé USA
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