Publisher: Amacom, 2017, 210 pages
Keywords: Product Management
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 rather 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. The company satisfied its users' unmet need to document real life, in the moment, while retaining control over their privacy.
Packed with similar examples from every industry, this guide explains foundational concepts laid out in Clayton Christensen's The Innovator's Solution and presents a detailed action plan developed by innovation expert Stephen Wunker and his team. From ideation to iteration, you'll learn how to:
Jobs to Be Done gives you a clear-cut framework for thinking about your business and a roadmap for discovering new markets, new products, services, and generate creative opportunities to innovate your way to success
A fairly solid and good book on the Jobs-to-be-Done concept.
Excellent starter book