Truly great products and services don’t start with a tremendous idea; they start with the customer’s Jobs to be Done. This way of understanding customers was pioneered by our founder’s mentor and long-time collaborator, Harvard Business School Professor Clayton Christensen. It focuses on customers’ underlying motivations – in both B2C and B2B contexts – and drills into what will best motivate purchase and usage of new solutions. We match customer understanding with assessment of new technologies and fact-based analysis of business viability to define what products should do and what features are less necessary. Once all this is understood, ideas can flow quickly and be directed toward well-defined targets.

Fuel Growth And Differentiation Through Customer-Centric Innovation

New Markets is a firm focused on deploying methods like Jobs to be Done to find new vectors for innovation and to discover ways of surpassing rivals. We use this customer understanding and evaluation of enabling technologies to conceive product and service features, consider additional offerings to create a full solution for customer needs, and define exactly what successful offerings should do. Teaming with clients both to paint the big picture and get into the weeds, we partner with you to create new concepts, test them in realistic ways, choose which to prioritize, and determine what is and is not essential to include in these offerings.
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LEARN HOW TO DELIGHT YOUR CUSTOMERS WHILE KEEPING COSTS LOW >

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FEATURED WORKING PAPER

Using Jobs to be Done To Become a Customer-Centered Organization

Jobs to be Done is a theory about how customers make decisions. It helps us understand why customers buy what they buy, allowing us to proactively design solutions that are more likely to succeed in the market. This working paper explains our step-by-step framework for using Jobs to be Done, and illustrates our process with a case study in the food & beverage industry.
DOWNLOAD WORKING PAPER >
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