Jobs to be Done is a way to understand why customers behave the way they do. It lays the groundwork for on-target innovation by digging deep to uncover what people are really seeking in a purchase occasion and what vectors exist for new ways to perform. Done right, this approach is both expansive and precise, uncovering a landscape of opportunity and exactly what must be done to meet customer needs. It is used across many...
It is wonderful to break technological and business model rules, but businesses trying to deviate from well-established patterns of market adoption usually end up much bloodied and poorer for the effort.
Ambiguity can be at odds with many design approaches and with creative work in general. But ambiguity can actually help you get the most from any creative process if you know how to navigate it. Part of that navigation includes knowing when to focus and when to unfocus. For example, when your creative work requires making multiple decisions in a short period of time, focus is imperative. When you’ve been staring a screen too long,...
A senior manager in a Silicon Valley high technology firm surprised the members of his management team with the observation that they did not have enough market failures. Why would any executive want more market failures? The answer is found not so much in a desire to waste resources on bad ideas but on what market failures indicate about the creativity and innovativeness of a firm.
In our fast-changing, volatile world, brands need customer-insight driven innovation. Innovation breathes life into brands. Innovation keeps brands relevant in the eyes of customers.
