Successful innovation doesn’t begin with a brainstorming session – it starts with the customer. So, in an age of virtually unlimited data, why do well over half of new products fail to meet expectations? The truth is that we need to stop asking customers what they know they want . . . and start examining what they really need. Jobs to be Done is a way to understand what actually drives customers. It uncovers what leads people or companies to purchase products and services, rather than looking at traditional industry definitions. Consumers don’t buy ice cream, for example, but a way to accomplish celebration, bonding, and indulgence. ​ The concept is so simple (and can remake how companies approach their markets) - yet seldom practiced. Innovation authority Steve Wunker guides you through the process, building on his bestselling book Jobs to be Done: A Roadmap for Customer-Centric Innovation. Through stories, interaction, and simple principles, Wunker shows audiences how to totally change their perspective on their business. ​ Do you define your business by what you sell, or by what Jobs your customers are trying to get done?