Why do most new products Fail to meet expectations in an age of unlimited customer data? As Henry Ford reputedly put it, "If I'd asked people what they wanted, they would have said faster horses." The truth is, we need to go beyond what customers say they want and understand why they have the wants that they do. First popularized by Harvard Business School Professor Clayton Christensen, the concept of Jobs to Be Done argues people purchase products and services to achieve specific goals. While the concept is simple, the path to putting it into practice has been murky. This book's groundbreaking "Jobs Roadmap" takes you step by step through the innovation process and reveals how to: Gather valuable customers insights, Turn those insights into new product ideas, Test and iterate until you find original and profitable solutions, Dig into the underlying "why" of consumer behavior, beyond the "what", Target unaddressed jobs to be done that have the power to disrupt, Identity key customer segments you didn't know existed, Develop solutions that work with ingrained habits, not against them, Use a "Jobs"-based lens to get a broader view of the competition, Generate better ideas in brainstorming sessions and yet your solutions, Sidestep common mistakes, such as engaging in "feature wars", Spot emerging trends that are changing how customers will behave, Work customer insights into the design process, And much more Ultimately. Jobs to Be Done gives you a clear cut framework for thinking about your business and a roadmap for discovering new markets, products, services, and creative opportunities to innovate your way to success.