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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In a challenging economy filled with nimble competitors, no one can afford to stagnate. Yet, innovation is notoriously difficult. Only 1 in 100 new products are successful enough to cover development costs, and even fewer impact a company’s growth trajectory. So how do you pinpoint the winning ideas that customers will love?
Sifting through purchasing data for clues about what might sell or haphazardly brainstorming ideas are typical strategies. But Jobs to Be Done offers a far more precise and effective approach: determining the drivers of customer behavior—those functional and emotional goals that people want to achieve. Using the Jobs method, it becomes easy to see that people don’t really need a 1/4-inch drill bit, but rather a 1/4-inch hole. They’re not just buying ice cream, but also celebration, bonding, and indulgence.
This simple shift in perspective opens up new insights about your customers and a wealth of hidden opportunities. Social media newcomer Snapchat, for example, used the Jobs process to capture the millennial demographic. The company satisfied its users’ unmet needs to document real life, in the moment, while retaining control over their privacy.
Packed with similar examples from every industry, this guide explains the foundational concepts laid out in Clayton Christensen’s The Innovator’s Solution and presents a detailed action plan developed by innovation expert Stephen Wunker and his team. From ideation to iteration, you’ll learn how to:
• Figure out what customers really want, even if they can’t express it
•Sort valuable insights from less useful customer data
• Dig into the underlying “why” of consumer behavior, beyond the “what”
• Target unaddressed jobs to be done that have the power to disrupt
• Identify key customer segments you didn’t know existed
• Develop solutions that work with ingrained habits, not against them
• Use a Jobs-based lens to get a broader view of the competition
• Generate better ideas in brainstorming sessions and vet your solutions
• Sidestep common mistakes, such as engaging in “feature wars”
• Spot emerging trends that are changing how customers will behave
• Work customer insights into the design process
• And much more.
Jobs to Be Done gives you a clear-cut framework for thinking about your business and a roadmap for discovering new markets, products, services, and creative opportunities to innovate your way to success.
Stephen Wunker worked with Clayton Christensen for years, building out consulting practices based on his teachings. He now runs New Markets Advisors. He has written for Forbes, Harvard Business Review, and The Financial Times.
Jessica Wattman leads New Markets’ social innovation practice. She has applied Jobs principles in work from Afghanistan to Zimbabwe.
David Farber is a manager at New Markets. An avid hiker and traveler, he has explored six continents.
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