Discovering and Transforming Great Ideas Into Breakthrough New Products
How can companies consistently identify market problems worth solving and then develop unique solutions that customers will want and embrace?
The answer is in the “jobs-to-be-done” innovation theory, which frames new product opportunities from the customer’s perspective. What important jobs are people struggling to get done? What desired outcomes are they trying to achieve? What prevents them from achieving 100% satisfaction?
Too many new product development efforts create lifeless copycat items or solutions in search of problems. In this no-nonsense book, you’ll learn how to streamline your new product process and focus your development resources on the important jobs where the customer’s needs and expectations are not being met.
The Innovator’s Playbook will help you take the guesswork out of what customers need and help you develop innovative solutions that address real customer problems.
The Innovator’s Playbook will also provide you with the tools to transform initial concepts into solutions that customers truly want and value. This framework will allow you to achieve successful new product launches while simultaneously avoiding the frustrating waste associated with product failures.
In short, you’ll play the game of innovation to win.
