But depending on your source, between 70% and 95% of all new products fail. Statistically speaking, your product is going to flop.
But depending on your source, between 70% and 95% of all new products fail. Statistically speaking, your product is going to flop.
The reason so many innovators fail and so many products flop is that innovators don’t really understand what it is their customers want. Moreover, they don’t know what inputs they need from customers to make innovation predictable.
The team at Arm & Hammer’s Animal Nutrition business was all too familiar with this challenge. Despite the technical success of their products, the business had suffered through several disappointing product development efforts and launches over the course of several years. Although they had been relying on industry-leading consultants to provide the insights to drive their innovation process, the commercial response to these innovations was lackluster.
Jobs-to-be-Done is best defined as a perspective — a lens through which you can observe markets, customers, needs, competitors, and customer segments differently, and by doing so, make innovation far more predictable and profitable.
Jobs-to-be-Done helps product managers to:
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Conceptualize new products
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Improve existing products
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Prioritize product backlog
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Create a product roadmap
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Design a user experience
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Validate the potential of an offering before development begins
Are you a marketing manager? Jobs-to-be-Done can help you:
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Craft a value proposition that connects with customers
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Communicate competitive strengths
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Craft sales pitches that convert
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Design web pages and campaigns that convert
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Create content that attracts leads
Executive leaders appreciate how Jobs-to-be-Done helps them:
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Align the organization around a common vision
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Achieve a shared understanding of customer needs across the organization
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Determine which firms to acquire and partner with
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