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Jobs to Be Done: A Roadmap for Customer-Centered Innovation - Paperback | Diverse Reads

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

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In a challenging economy filled with multiple competitors, no one can afford to stagnate. Yet, innovation is notoriously difficult. 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. However, innovation expert Stephen Wunker offers the effective Jobs method: determining the drivers of customer behavior—those functional and emotional goals that people want to achieve.

This simple shift in perspective opens up new insights about your customers and a wealth of hidden opportunities. For example, social media newcomer Snapchat used the Jobs process to capture the millennial demographic. By reducing functionality, the company satisfied its users' unmet need to document real life in the moment, without filters and "like" buttons.

Packed with similar examples from every industry, this complete innovation guide explains both foundational concepts and a detailed action plan developed by Wunker and his team.

In Jobs to Be Done, the groundbreaking Jobs Roadmap takes you step-by-step through the innovation process and reveals how to:

  • Gather valuable customer insights
  • Turn those insights into new product ideas
  • Test and iterate until you find original profitable solutions
  • And much more!

Jobs to Be Done gives you a clear-cut framework for thinking about your business, outlines a roadmap for discovering new markets, new products and services, and helps you generate creative opportunities to innovate your way to success.

ISBN-13: 9781400238767

Media Type: Paperback

Publisher: AMACOM

Publication Date: 02-28-2023

Pages: 224

Product Dimensions: 6.00(w) x 9.05(h) x 0.75(d)

STEPHEN WUNKER worked with Christensen for years, led development of one of the first smartphones, and now runs New Markets Advisors. He has written for Forbes, Harvard Business Review, and The Financial Times. JESSICA WATTMAN is the consultancy's Director of Social Innovation, and DAVID FARBER is a Manager at the Boston-based firm. DAVID FARBER is a Manager at the Boston-based firm.

Table of Contents

Introduction: Charting a Roadmap to Great Ideas 1

Part I Understanding Jobs to Be Done: Finding High-Potential Avenues for Growth 13

Know Where You're Starting From 23

Chapter 1 Jobs: What Customers Are Trying to Get Done 25

Chapter 2 Job Drivers: Why Customers Have Different fobs 37

Chapter 3 Current Approaches and Pain Points: How Customers Look at Today's Solutions 49

Chart the Destination and Roadblocks 61

Chapter 4 Success Criteria: The Customers Definition of a Win 63

Chapter 5 Obstacles: What Holds New Ideas Back 75

Make the Trip Worthwhile 87

Chapter 6 Value: How Insights Become Revenue 89

Chapter 7 Competition: Becoming King of the Road 99

Part II Using Jobs to be Done to Build Great Ideas: Making Success Repeatable 111

Chapter 8 Establish Objectives 117

Chapter 9 Plan Your Approach 131

Chapter 10 Generate Ideas 141

Chapter 11 Reframe Your Perspective 155

Chapter 12 Experiment and Iterate 165

Afterword: Institutionalizing Jobs to be Done Thinking 175

Appendix A Quick Reference Guide 183

Appendix B Jobs in the Public Sector 191

Notes 197

About the Authors 201

Index 205