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.