3 Unique Characteristics of a Functional Job-to-be-Done

When defined correctly, a functional Job-to-be-Done has three unique and extremely valuable characteristics: First, a job is stable; it doesn’t change over time. It’s the delivery vehicle or the technology that changes. Take the music industry, for example. Over the years people have used many products to help them “listen to music” (the Job-to-be-Done). This […]

Defining Customer Needs: The Root of the Problem

Despite the available needs-gathering methods, companies nearly always fail to uncover all or even most of the customer’s needs. How is this possible? While nearly every manager agrees that the goal of innovation is to devise solutions that address unmet customer needs, a common language for communicating a need does not exist. In research we […]