Category Archives: Jobs-to-be-done

What Is a Customer Need?

Much of the confusion concerning the proper role of customer needs in the innovation process stems from an unclear understanding of what a customer need is. Solutions, features and product requirements are not customer needs, and yet they have all … Continue reading

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5 Myths of Customer Needs

Customer needs can and should guide innovation. So where does the problem lie? The answer is both simple and profound: It is the failure to understand exactly what a customer need is. Five myths that have a particularly pernicious effect. … Continue reading

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Jobs-To-Be-Done Theory

All you should find out is what the customers’ ultimate output goal is: WHAT they want the product or service to do for them (Needs), not HOW it should do it (Solution). People do not want a software, they want … Continue reading

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