Description
Most innovation fails not because companies lack ideas, but because they misunderstand what customers are truly “hiring” products to do. In this groundbreaking work, Clayton M. Christensen introduces the Jobs to Be Done framework, showing how to uncover the functional, emotional, and social dimensions behind customer progress—and why certain solutions win while others stall. Through practical research and real-world examples, including a study commissioned by a major fast-food chain to improve milkshake sales, the book demonstrates how to identify the job customers are trying to accomplish and design offerings that fit. Blending rigorous thinking with accessible storytelling, it reframes growth as a disciplined process of listening, learning, and building around the circumstances that drive adoption.
Available Editions
paperback
HarperBusiness
Published Jan 1, 2016
288 pages
ISBN: 9780062435613
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Details
First Published
2016
Language
eng
Content Warnings
No content warnings identified.