Jobs to be done : a roadmap for customer centered innovation Introduction : charting a roadmap to great ideas Understanding jobs to be done Jobs : what customers are trying to get done Job drivers : why customers have different jobs Current approaches and pain points : how customers look at todays solutions Success criteria : the customers definition of a win Obstacles : what holds new ideas back Make the trip worthwhile Value : how insights become revenue Competition : becoming king of the road Using jobs to be done to build great ideas Establish objectives Plan your approach Generate ideas Reframe your perspective Experiment and iterate Afterword Appendix A: Quick reference guide Appendix B: Jobs in the public sector Acknowledgements About the authors