Jobs to Be Done: A Roadmap for Customer-Centered Innovation

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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. DAVID FARBER is a Manager at the Boston-based firm.

Discover profitable new product ideas when you focus on what customers need, not on what they want. In an age of unlimited data and research, why do more than 50 percent of new products fail to meet expectations? It boils down to a lack of customer insight. The revolutionary theory behind Jobs to Be Done argues that people purchase products and services to solve a specific problem or fulfill a distinct need. For example, people down shovel down Rocky Road and Buttered Pecan ice cream because they want nuts, marshmallows, and gobs of frozen goodness, but because they feel the need to celebrate, indulge, or bond with friends and family. But how can this simple concept be best utilized for your companys success?This groundbreaking book, with its Jobs Roadmap, is intended to remake how companies approach their market. Successful innovation doesnt begin with a brainstorming session--it starts with the customer. Learn how to put that into practice by discovering how to:* Gather valuable customer insights* Turn those insights into new product ideas* Test and iterate until you find successDont miss out on what Foreword Reviews described as "highly organized and expertly crafted. . . . Company leaders looking for ways to institutionalize innovation are sure to find it here." To maximize your companys success, begin with the customer!

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