Jobs to Be Done : A Roadmap for Customer-Centered Innovation

In a challenging economy filled with nimble competitors, no one can afford to stagnate. Yet, innovation is notoriously difficult. Only 1 in 100 new products are successful enough to cover development costs, and even fewer impact a company's growth trajectory. So how do you pinpoint the winning ideas that customers will love? Sifting through purchasing data for clues about what might sell or haphazardly brainstorming ideas are typical strategies. But __Jobs to Be Done__ offers a far more precise and effective approach: determining the drivers of customer behavior--those functional and emotional goals that people want to achieve. Using the Jobs method, it becomes easy to see that people don't really need a 1/4-inch drill bit, but a 1/4-inch hole. They're not just buying ice cream, but also celebration, bonding, and indulgence. This simple shift in perspective opens up new insights about your customers and a wealth of hidden opportunities. Social media newcomer Snapchat, for example, used the Jobs process to capture the millennial demographic. By reducing functionality, the company satisfied its users' unmet need to document real life, in the moment, without filters and "like" buttons. Packed with similar examples from every industry, this complete innovation guide explains both foundational concepts and a detailed action plan developed by innovation expert Stephen Wunker and his team. From unlocking customer insights to ideation to iteration, you'll learn how to: \* Figure out what customers __really__ want, even if they can't express it\* Sort out valuable insights from less useful customer data \* Dig into the underlying "why" of consumer behavior, not just the "what"\* Target unaddressed jobs to be done that have the power to disrupt \* Identify key customer segments you didn't know existed\* Develop solutions that work with ingrained habits, not against them\* Use a Jobs-based lens to get a broader view of the competition\* Generate better ideas in brainstorming sessions and vet your solutions\* Sidestep common mistakes, such as engaging in "feature wars" \* Spot emerging trends that are changing how customers will behave\* Work customer insights into the design process\* And much more __Jobs to Be Done__ gives you a clear-cut framework for thinking about your business, outlines a roadmap for discovering new markets, new products and services, and helps you generate creative opportunities to innovate your way to success. In a challenging economy filled with nimble competitors, no one can afford to stagnate. Yet innovation is notoriously difficult. Only one in 100 new products is successful enough to cover development costs, and even fewer impact a company's growth trajectory. So how do you pinpoint the winning ideas that customers will love? Sifting through purchasing data for clues about what might sell and haphazardly brainstorming ideas are typical strategies. But Jobs to Be Done offers a far more precise and effective approach: determining the drivers of customer behavior - those functional and emotional goals that people want to achieve. Using the Jobs method, it becomes easy to see that people don't really need a quarter-inch drill bit but a quarter-inch hole. They're not buying just ice cream but also celebration, bonding, and indulgence. This simple shift in perspective opens up new insights about your customers and a wealth of hidden opportunities. Social media newcomer Snapchat, for example, used the Jobs process to capture the millennial demographic. By reducing functionality, the company satisfied its users' unmet need to document real life in the moment, without filters and "like" buttons. Packed with similar examples from every industry, this complete innovation guide explains both foundational concepts and a detailed action plan developed by innovation expert Stephen Wunker and his team. From unlocking customer insights to ideation to iteration, you'll learn how to: - Figure out what customers really want, even if they can't express it - Sort out valuable insights from less useful customer data - Dig into the underlying "why" of consumer behavior, not just the "what" - Target unaddressed jobs to be done that have the power to disrupt - Identify key customer segments you didn't know existed - Develop solutions that work with ingrained habits, not against them - Use a Jobs-based lens to get a broader view of the competition - Generate better ideas in brainstorming sessions and vet your solutions - Sidestep common mistakes, such as engaging in "feature wars" - Spot emerging trends that are changing how customers will behave - Work customer insights into the design process - And much more Jobs to Be Done gives you a clear-cut framework for thinking about your business, outlines a road map for discovering new markets, new products, and new services, and helps you generate creative opportunities to innovate your way to success. 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 today's solutions Success criteria : the customer's 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. 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. 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 theinnovation process Packed with examples from every industry, this guide gives you a clear-cut framework for thinking about your business, outlines a roadmap for discovering new markets, new products and services, and helps you generate creative opportunities to innovate your way to success. -- Edited summary from book