Many people aspire to be great innovators — to build and launch hugely successful products and be known as leaders in their industries.
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.
To capture these needs, innovators need a new perspective and that perspective is Jobs-to-be-Done.