Introducing Jobs to be Done
As individuals go about their days, they make countless decisions. They decide whether to take a train or request an Uber. They choose to purchase a particular brand of toothpaste. They opt for a new software vendor for the office. Yet despite the massive amounts of data we possess on what individuals buy or do, we have comparatively little insight into the “why.” Without that insight into what drives customer behavior, organizations struggle to predict what consumers will do next. Jobs to be Done: A Roadmap for Customer-Centered Innovation offers businesses a way to understand what customers need and how they will make decisions, allowing them to design solutions that excel in the market.
The Jobs to be Done concept was first popularized by Harvard Business School professor Clayton Christensen in his groundbreaking book The Innovator’s Solution. Since that time, we’ve worked to develop a practical framework and set of tools for helping innovators – from entrepreneurs to those at Fortune 500 companies – put the concept into action.
Our Jobs Roadmap offers a step-by-step approach to launching better innovations. This includes walking on both sides of the line to make sure that your new solutions both delight customers and satisfy key business targets. We also show you how to apply the same framework to fit different innovation goals (e.g., product development vs. process innovation) in B2C, B2B, and public sector contexts.
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