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.