A Roadmap for Customer-Centered Innovation

Understand What Your Customers Need and How They Make Decisions

Our Jobs to be Done Roadmap offers a step-by-step approach to launching better innovations to make sure that your new solutions both delight customers and satisfy key business targets. The book also shows 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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2016 Best Business Book Award Winner


​Cisco

“Jobs to be Done gives you a refreshingly straightforward means to uncover hidden customer needs, including ones that customers would struggle to tell you about on their own. It offers unique strategic insights that are actionable and can be made real.”
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Vijay Krish, General Manager, Internet of Things, Cisco

Nestlé

“The Jobs methodology is core to how Nestlé approaches the front end of innovation. This book brings innovation to the next level, offering extremely practical steps to create opportunity in both established and new markets.”
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Doug Munk, Director, Innovation and Strategy, Nestlé USA


​Tuck School of Business at Dartmouth

“Jobs to be Done takes what has become an essential theory for gauging customer needs and turns it into a structured approach to innovation based on what really drives behavior. It provides a coherent and highly actionable set of tools that you can put to use right away.”

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Vijay Govindarajan, Cox Distinguished Professor, Dartmouth College, Tuck School of Business

​Diffeo

“In my own startups and the large customers we support, I have seen innovators re-discover the core jobs of the innovation process through painstaking trial and error – because they didn’t have this book. Jobs to be Done is a must-have for anyone pushing the envelope or breaking the mold. Successful innovation never happens in a vacuum. Jobs to be Done joins the ranks of IDEO’s rules of brainstorming and Agile’s user stories by laying out the patterns and channels of innovation. It’s the kind of book you leave on your desk so you can keep coming back to it.”
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John Frank, Founder and CEO, Diffeo

PetSmart

“What sets Jobs to be Done apart is that it effectively bridges the gap between customer insights and strategy. The book is filled with techniques and examples that show you not only how to bolster what you know about your customers, but also how to transform that knowledge into a concrete plan for winning in the market.”

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Jon Duke, Director, Corporate Strategy, PetSmart

​PepsiCo

“What I love about Jobs to be Done is that it goes well beyond the product. It lays out how you can use the data and knowledge you have about customers to rethink your ways of doing business and delivering value”

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NamBrian Newman, Executive Vice President, Global Operations, PepsiCo

Mosaic Life Care

“I love this book and I love that it’s referred to as a ‘roadmap’. That is exactly what this book delivers. This would be useful for any company looking for growth through innovation.”
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Lisa Michaelis, Chief Life Care Officer, Mosaic Life Care

​Jana

“Jobs to be Done is a ‘must read’ for entrepreneurs. It gives you a practical, validated system to come up with new ideas or test out the ones you’ve already thought of.”
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Nathan Eagle, Founder and CEO, Jana
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​PepsiCo

“What I love about Jobs to be Done is that it goes well beyond the product. It lays out how you can use the data and knowledge you have about customers to rethink your ways of doing business and delivering value.”

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Brian Newman, Executive Vice President, Global Operations, PepsiCo

FritoLay

“As companies struggle to predict whether people will choose one product over another, Jobs to be Done gives a clear method for understanding what will make goods stand out. The steps provided will help maximize the likelihood that your product will succeed.”
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Jennifer Saenz, Chief Marketing Officer, Frito-Lay

Clorox

“Consumers can’t always tell you what will make their lives better, so you need to look deeply and thoroughly for insight. Jobs to be Done is a lens to understand how to innovate in a way that will capture consumer demand. All companies, regardless of size, can use the Jobs to be Done approach to create products that get the job done so much better for consumers that they can’t wait to fire their old solutions.”
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Staci Maher Ball, Director of Consumer Insights and Innovation Center of Excellence, Clorox

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