Amacom Jobs to be done: a roadmap for customer-centered innovation, hardcover/stephen wunker

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Let your CUSTOMERS drive innovation.

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.