Jobs to be done
Subtitle: a roadmap for customer-centered innovation
By: Stephen Wunker, Jessica Wattman, David Farber
Contributors: Wattman, Jessica, author; Farber, David R., author
Publisher: AMACOM, American Management Assocation
Published: 2017
Language: eng
Number of pages: 210
ISBN-13: 9780814438039
Subjects: Creative ability in business; Cost effectiveness; Consumer satisfaction; New products
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 approach their markets)-- and yet many have lacked a way to put it into practice. This book answers that need.
Notes: Includes bibliographical references and index.
Table of contents: title: Introduction : charting a roadmap to great ideas; title: Understanding jobs to be done; title: Jobs : what customers are trying to get done; title: Job drivers : why customers have different jobs; title: Current approaches and pain points : how customers look at today's solutions; title: Success criteria : the customer's definition of a win; title: Obstacles : what holds new ideas back; title: Make the trip worthwhile; title: Value : how insights become revenue; title: Competition : becoming king of the road; title: Using jobs to be done to build great ideas; title: Establish objectives; title: Plan your approach; title: Generate ideas; title: Reframe your perspective; title: Experiment and iterate; title: Afterword; title: Appendix A: Quick reference guide; title: Appendix B: Jobs in the public sector; title: Acknowledgements; title: About the authors.