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:
Are you a marketing manager? Jobs-to-be-Done can help you:
Executive leaders appreciate how Jobs-to-be-Done helps them:
This playbook will teach you the tenets of Jobs-to-be-Done and how to apply them in your own organization, whatever your position — just like Arm & Hammer did to grow year-over-year revenue by more than 30%.