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Complete the form at the bottom of this page to request a free copy of Jobs to Be Done: Theory to Practice.

Why do so many innovation projects fail? What are the root causes of failure? How can they be avoided?

In Jobs To Be Done, you will learn:

  • Why companies fail at innovation and how to avoid critical mistakes
  • How to employ the Jobs-to-Be-Done framework to categorize, define, capture, and prioritize customer needs, including the following: the core functional job-to-be-done and desired outcomes, related jobs, emotional and social jobs, consumption chain jobs, and financially desired outcomes.
  • A Jobs-to-be-Done growth strategy matrix to categorize, understand, and employ five growth strategies: differentiated, dominant, disruptive, discrete, and sustaining
  • Outcome-based segmentation
  • Outcome-driven innovation – the tested innovation process that ties customer-defined metrics to the customer’s job to be done
  • The language of Jobs-to-Be-Done – the syntax and lexicon of innovation

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