TY - BOOK ID - 138365811 TI - Jobs to be done : a roadmap for customer-centered innovation AU - Wunker, Stephen M. AU - Wattman, Jessica AU - Farber, David R. PY - 2017 PB - New York : AMACOM, American Management Association, DB - UniCat KW - Creative ability in business. KW - New products. KW - Cost effectiveness. KW - Consumer satisfaction. UR - https://www.unicat.be/uniCat?func=search&query=sysid:138365811 AB - Successful innovation doesn’t begin with a brainstorming session—it starts with the customer. So in an age of unlimited data, why do more than 50% of new products fail to meet expectations? The truth is that we need to stop asking customers what they want . . . and start examining what they need . First popularized by Clayton Christensen, the Jobs to be Done theory argues that people purchase products and services to solve a specific problem. They’re not buying ice cream, for example, but celebration, bonding, and indulgence. The concept is so simple (and can remake how companies approach their markets) — and yet many have lacked a way to put it into practice. This book answers that need. Its groundbreaking Jobs Roadmap guides you through the innovation process, revealing how to: Gather valuable customer insights Turn those insights into new product ideas Test and iterate until you find success Follow the steps in Jobs to Be Done , and you’ll arrive at solutions that are both original and profitable. ER -