Brand Innovation

Recently I stressed the importance of looking outside your organization to bring in bold ideas and help you peel off any institutional blinders you may have acquired. Those aren’t the only reasons to keep an eye on the outside world, though.

Branding Strategy Insider helps marketing oriented leaders and professionals like you define and grow brand value. BSI readers know, we regularly answer questions from marketers everywhere. Today we hear from Patrick, a Brand Marketer in Los Angeles, California who has this question about the Jobs To Be Done theory and it’s role in value creation.

Many of the world’s largest companies have found ways to systematically bring in outside thinking. In large part, this is out of necessity.

Too little time is spent thinking about how customers will decide whether a new product or service is a success.

A customer-centric lens allows companies to understand how they can make trade-offs to increase value. Deeply understanding customer demand allows you to shift from spending on unnecessary, overvalued attributes and invest in important jobs that the market under-appreciates and that will make a difference.