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JOBS TO BE DONE: A ROADMAP FOR CUSTOMER-CENTERD INNOVTN

Marketing

Business & Economics

Consumer Behavior

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B2B & B2C

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; and 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.

Jobs to Be Done

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Front Cover.
Praise for Jobs to Be Done.
Half Title Page.
Title Page.
Acknowledgments.
Contents.
Half Title Page.
Introduction: Charting a Roadmap to Great Ideas A New Approach to Growth.
Understanding Jobs to Be Done: Finding High Potential Avenues for Growth.
1: Know Where You&#x2019;re Starting From.
2: Jobs: What Customers Are Trying to Get Done.
3: Job Drivers: Why Customers Have Different Jobs.
4: Current Approaches and Pain Points: How Customers Look at Today&#x2019;s Solutions.
5: Chart the Destination and Roadblocks.
6: Success Criteria: The Customer&#x2019;s Definition of a Win.
7: Obstacles: What Holds New Ideas Back.
8: Make the Trip Worthwhile.
9: Value: How Insights Become Revenue.
10: Competition: Becoming King of the Road.
Using Jobs to Be Done to Build Great Ideas: Making Success Repeatable.
11: Establish Objectives.
12: Plan Your Approach.
13: Generate Ideas.
14: Reframe Your Perspective.
15: Experiment and Iterate.
Afterword: Institutionalizing Jobs to Be Done Thinking Building the Capabilities for Repeated Success.
Appendix A: Quick Reference Guide.
Appendix B: Jobs in the Public Sector.
Notes.
About the Authors.
Index.
Copyright Page.

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Jobs to Be Done