The University of Central Asia: Educational Innovation in the Mountains of Rural Kyrgyzstan5/17/2018
By: Jonathan Chang  Before I joined New Markets Advisors as an Associate, I was on the team that opened the University of Central Asia’s Naryn campus in Kyrgyzstan for its inaugural 2016–2017 school year.
By: Sylvia Brown  Jobs to be Done (also known as JTBD or Jobs-to-be-Done) emphasizes deliberate, thorough qualitative research to understand a consumer’s true priorities.
By: Dave Farber  I hear it far too often: innovation should be part of everyone’s job. To that point, when I searched “innovation isn’t everyone’s job,” Google returned only four results.
When Costovation Doesn’t Address Customer Jobs to be Done: a Critical Look at Retail Automation4/13/2018
By: Andy Troska  Amazon’s flagship Amazon Go store in Seattle. Source: Kyle Johnson for The New York Times We have all come to expect some degree of automation in our shopping experience: price-checking scanners at the ends of the aisles; digital price tags that auto-update to reflect sales and price changes; maybe even a self-checkout kiosk that means you can buy your midnight pint of ice cream without ever having to interact with another person — until the kiosk malfunctions, that is.
By: Dave Farber  Every so often I get asked how I can tell whether something will be a trend or a fad.The short answer is that trends emerge as individuals find new ways to solve important (yet currently under-satisfied) Jobs to be Done.
 Anytime a start-up raises a lot of capital or an interesting product takes off, the Internet is abuzz with how that company or product is disrupting its industry.
Much of the writing about the notion of “Jobs to be Done” revolves around consumer products. This makes sense — these are simple examples that everyone can relate to.
Jobs to be Done is a hot concept. Companies as wide ranging as Nestlé, Clorox, and Cisco have been using the theory to double down on customer centricity. Given that I co-authored one of leading books on the topic, this development is good news.
Industries that might appear vastly different on the surface can show powerful parallels on close examination. Business model innovation in genetic testing and electric cars shows how new kinds of intermediaries often arise in new markets.
 Once you know about Jobs to Be Done, you can’t help but apply it to much of what you do. When I’m about to buy something new, I stop and think, “what job am I really satisfying?” Food provides a ready example.
By: Dave Farber  Startups have a lot of forces working against them. Assembling the right team, battling industry incumbents, and getting exposure for the business can all be daunting hurdles.
By: Dave Farber  Some of the world’s top management thinkers have embraced using Jobs to be Done to understand why customers buy what they buy. As the theory goes, customers “hire” products or services because they have important “jobs” that they’re looking to get done in their lives.
 Just because there’s a better product or better way of doing something doesn’t mean customers will embrace the new solution.
By: Dave Farber  Harvard Business School recently brought together a group of executives from the beverage industry to share their thoughts on what modern companies need to do to build a brand.
By: Dave Farber  I recently went to an event that brought together a dozen female entrepreneurs. They shared their stories of how they’re building businesses around offerings as diverse as gourmet ice cream and micro-financing platforms.
By: Dave Farber  From startups to Fortune 500 companies, organizations are constantly thinking about how to come up with the next big idea — the true game changer. But just as in baseball, companies that swing for the fences tend to strike out a lot.
By: Dave Farber  In October, Twitter announced that it would be shutting down Vine — its app for creating six-second looping videos. Twitter also revealed that it would be laying off roughly 9% of its workforce.
 It was more than 50 years ago that Peter Drucker wrote, “Nobody pays for a product. What is paid for is satisfaction.”
By: Dave Farber  The team at Mass Innovation Nights — a group that helps startups get visibility and funding — recently brought together a group of EdTech companies.
 In this recent interview with Brand channel, our Managing Director elaborates on our new book, Jobs to be Done.
When entrepreneurs introduce new products to the market, their passion and conviction often leads them to assume that every potential customer will see the immediate need and value, and will quickly adopt the solution.
 Our Managing Director was recently interviewed for a Heleo Conversation with Sunand Menon, the president and founder of innovation execution firm New Media Insight LLC.
A Donald Trump presidency throws many business plans into disarray. Consider the example of a medical technology company where I spent the day after the election.
 The shock of Donald Trump’s upset win is settling in, and we look forward to innumerable post-mortems on how forecast models went astray. The assumption is that next time we’ll have more precise predictions.
With more and more companies adding “jobs to be done” to their innovation tool kits, the amount of misinformation about Jobs Theory has grown enormously.
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