As people building products, we know pretty quickly when we make something that fails. Often, the cause is misunderstanding what the customer really wanted i.e. missing the key insight into the customer's need.
Don't you wish you could start from that insight instead?
Jobs-To-Be-Done offers a proven method to find that key insight. Popularized by Clayton Christensen of Harvard Business School in books like "The Innovator's Solution" and "Competing Against Luck," Jobs Theory explains why people use products and how you can use that knowledge to innovate successfully.
Don't have time to read a whole book on Jobs theory? Based on our 20 years of experience with these concepts, we've distilled it down to the most actionable steps in this free whitepaper:
We've dissected three different jobs that customers hire companies for - "getting to a destination on time", "ensuring aircraft worthiness", and "investing in a private equity fund" - so you can see how understanding your customers' job and needs reveals opportunities to develop high-growth products.