Jobs To Be Done: A Roadmap for Customer-Centered Innovation

  • 4h 52m 28s
  • David Farber, Jessica Wattman, Stephen Wunker
  • Gildan Media
  • 2016

In a challenging economy filled with nimble competitors, no one can afford to stagnate. Yet, innovation is notoriously difficult. Only 1 in 100 new products are successful enough to cover development costs, and even fewer impact a company's growth trajectory. So how do you pinpoint the winning ideas that customers will love?

Sifting through purchasing data for clues about what might sell or haphazardly brainstorming ideas are typical strategies. But Jobs to Be Done offers a far more precise and effective approach: determining the drivers of customer behavior--those functional and emotional goals that people want to achieve. Using the Jobs method, it becomes easy to see that people don't really need a 1/4-inch drill bit, but a 1/4-inch hole. They're not just buying ice cream, but also celebration, bonding, and indulgence.

In this Audiobook

  • 1: Jobs: What Customers Are Trying to Get Done
  • 2: Job Drivers: Why Customers Have Different Jobs
  • 3: Current Approaches and Pain Points: How Customers Look at Today's Solutions
  • 4: Success Criteria: The Customer's Definition of a Win
  • 5: Obstacles: What Holds New Ideas Back
  • 6: Value: How Insights Become Revenue
  • 7: Competition: Becoming King of the Road
  • 8: Establish Objectives
  • 9: Plan Your Approach
  • 10: Generate Ideas
  • 11: Reframe Your Perspective
  • 12: Experiment and Iterate