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    Jobs to Be Done: A Roadmap for Customer-Centered Innovation
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    Jobs to Be Done: A Roadmap for Customer-Centered Innovation
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    Jobs to Be Done: A Roadmap for Customer-Centered Innovation
    Ebook254 pages4 hours

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

    By Stephen Wunker, Jessica Wattman and David Farber

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    About this ebook

    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.

    LanguageEnglish
    PublisherAMACOM
    Release dateNov 15, 2016
    ISBN9780814438084
    Author

    Stephen Wunker

    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.

    Read more from Stephen Wunker

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