Jobs to Be Done
A Roadmap for Customer-centered InnovationBook - 2016
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.
Publisher: [United States] : AMACOM : Made available through hoopla, 2016.
Branch Call Number: eBook hoopla
Characteristics: 1 online resource