Jobs to be done : a roadmap for customer-centered innovation /

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 . F...

Ausführliche Beschreibung

Gespeichert in:
Hauptverfasser:
Wunker, Stephen M., Wattman, Jessica, Farber, David
Format:
Elektronisch E-Book
Sprache:
Englisch
Veröffentlicht:
New York : AMACOM, American Management Association, [2017]
Zusammenfassung:
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.
Umfang:
1 online resource (xiv, 210 pages) : illustrations
Bibliografie:
Includes bibliographical references and index.
Schriftenreihe:
Gale eBooks
Schlagworte:
Creative ability in business.
New products.
Cost effectiveness.
Consumer satisfaction.
Bezugswerke: