A Collection of Resources on the Jobs to Be Done Framework

First developed by Harvard Business School professor and best-selling author, Clayton Christensen, the Jobs to be Done theory empowers organizations to create products and services that truly meet customer needs.

Explore our insights on Jobs to be Done and learn how you can better enable customer centricity in your business.
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FEATURED BLOG POST

Three Innovation Lessons from Creators of Disruptive Insurance

Three years ago, Co-Operators —one of the largest underwriters in the Canadian insurance industry—took a leap of faith on an idea that completely subverts the way insurance works. They decided to mess with the concept of time. 

For almost all of modern times, insurance has typically been purchased on annual cycles. Yet there is a growing set of cases where that year-based precedent doesn’t fit anymore. Enter a new category of insurance products: Personalized insurance on demand. In this new world, customers can get insurance just when—and at the right level—that they need it.
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