Why a Job-To-Be-Done Approach Can Be Crucial for the Success of Your Innovation Program

Quantity of ideas does not necessarily lead to innovation success. An effective approach is to focus on understanding customers' needs and devising concepts that address unmet ones. The Jobs-to-be-done theory offers a framework for capturing and organizing customer needs and prioritizing them based on their potential value. With this approach, companies can discover hidden segments, focus on best opportunities, and create ongoing customer value. The theory outlines a process of deconstructing a job that customers are trying to get done into specific process steps and using this job map to uncover opportunities for innovation.