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

WUNKER

Rilegato

ISBN 10: 0814438032 ISBN 13: 9780814438039

Casa editrice: AMACOM, 2018

Riassunto

"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 Let your CUSTOMERS drive 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. 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.

Su questo libro

L'autore:

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.

Dalla seconda/terza di copertina:

In a challenging economy filled with nimble competitors, no one can afford to stagnate. Yet, innovation is notoriously difficult. Only 1 in 100 new products are successful enough to cover development costs, and even fewer impact a company’s growth trajectory. So 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. But Jobs to Be Done offers a far more precise and effective approach: determining the drivers of customer behavior—those functional and emotional goals that people want to achieve. Using the Jobs method, it becomes easy to see that people don’t really need a 1/4-inch drill bit, but rather a 1/4-inch hole. They’re not just buying ice cream, but also celebration, bonding, and indulgence.

This simple shift in perspective opens up new insights about your customers and a wealth of hidden opportunities. Social media newcomer Snapchat, for example, used the Jobs process to capture the millennial demographic. The company satisfied its users’ unmet needs to document real life, in the moment, while retaining control over their privacy.

Packed with similar examples from every industry, this guide explains the foundational concepts laid out in Clayton Christensen’s The Innovator’s Solution and presents a detailed action plan developed by innovation expert Stephen Wunker and his team. From ideation to iteration, you’ll learn how to:

· Figure out what customers really want, even if they can’t express it

·Sort valuable insights from less useful customer data

· Dig into the underlying “why” of consumer behavior, beyond the “what”

· Target unaddressed jobs to be done that have the power to disrupt

· Identify key customer segments you didn’t know existed

· Develop solutions that work with ingrained habits, not against them

· Use a Jobs-based lens to get a broader view of the competition

· Generate better ideas in brainstorming sessions and vet your solutions

· Sidestep common mistakes, such as engaging in “feature wars”

· Spot emerging trends that are changing how customers will behave

· Work customer insights into the design process

· And much more.

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

Stephen Wunker worked with Clayton Christensen for years, building out consulting practices based on his teachings. He now runs New Markets Advisors. He has written for Forbes, Harvard Business Review, and The Financial Times.

Jessica Wattman leads New Markets’ social innovation practice. She has applied Jobs principles in work from Afghanistan to Zimbabwe.

David Farber is a manager at New Markets. An avid hiker and traveler, he has explored six continents.

Su questa edizione

• Editore: AMACOM
• Data di pubblicazione: 2018
• ISBN 10: 0814438032
• ISBN 13: 9780814438039
• Rilegatura: Copertina rigida
• Numero di pagine: 210