In 2003, Clayton Christensen popularized an idea that he believes will be as transformative as his the concept he termed “disruptive innovation”.
The idea — not yet as well known as disruptive innovation, but profoundly powerful — was stunningly simple: instead of selling people products and services, help them to get jobs done in their lives. In many years of consulting with Christensen, I saw how this idea could lead firms to re-frame markets, address new types of competitors, and unlock vibrant sources of growth. Yet I also witnessed companies struggle to think about jobs-to-be-done in the sort of rigorous way needed to capture ideas precisely and translate customer insights into finished products and services. Read about a six-step process to apply the concept of jobs-to-be-done in my piece for Forbes.
Story by Steve Wunker.
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