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

Stephen Wunker (Author) Jessica Wattman (Author)
& 1 more


In an age of unlimited data and research, why do more than 50 percent of new products fail to meet expectations? It boils down to a lack of customer insight. The revolutionary theory behind Jobs to Be Done argues that people purchase products and services to solve a specific problem or fulfill a distinct need. For example, people down shovel down Rocky Road and Buttered Pecan ice cream because they want nuts, marshmallows, and gobs of frozen goodness, but because they feel the need to celebrate, indulge, or bond with friends and family. But how can this simple concept be best utilized for your company's success?This groundbreaking book, with its Jobs Roadmap, is intended to remake how companies approach their market. Successful innovation doesn't begin with a brainstorming session--it starts with the customer. Learn how to put that into practice by discovering how to: - Gather valuable customer insights- Turn those insights into new product ideas- Test and iterate until you find successDon't miss out on what Foreword Reviews described as "highly organized and expertly crafted. . . . Company leaders looking for ways to institutionalize innovation are sure to find it here." To maximize your company's success, begin with the customer

Product Details

$27.99  $25.75
Publish Date
November 15, 2016
6.1 X 1.0 X 8.9 inches | 0.95 pounds

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About the Author

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.


"Jobs to be Done is highly organized and expertly crafted...Company leaders looking for ways to institutionalize innovation are sure to find it here." --Foreword Reviews
..".the authors begin the process of convincing readers that, yes, this is a far, far better innovation mousetrap. And through clear narrative and illustrations, 'jobs to be done' is positioned as a 'can do' architecture for business and nonprofits alike." --Booklist
"Jobs to be Done is a recipe book to help organizations move innovation projects forward."
"Comprehensive advice is given throughout so the reader can easily use this book as a blueprint or roadmap for future change." --Ingram Media
"For any business leader that is concerned about maintaining innovation and customers, the book's framework and overall expertise provide a guide that is easy to follow." --Small Business Trends
American Business Awards: Bronze Stevie Award Winner
Best Book Awards Business category
"While it might seem paradoxical, most businesses actually see the customer as an obstacle. Jobs to be Done helps businesses orient their focus back to the customer." --Small Business Trends