Jobs to Be Done: A Roadmap for Customer-Centered Innovation
By Unknown Author.
Description
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 ap...
ISBN(s)
9780814438039
