Predictive Innovation - Understand why customer make choices...
summary
Introduces the Jobs-To-Be-Done (JTBD) theory as a framework for understanding why customers choose products, framing purchases as hiring products to perform specific jobs. Explains how JTBD can be used to deconstruct decision-making, uncover unmet needs, and create a repeatable process for guiding product and feature development.
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chapters (9)
- 0:00Start
- 5:14Disruptive Innovation & Design Thinking
- 10:23People don't want to buy a quarter-inch drill They want
- 15:45Desired Outcomes - the Job KPIs
- 17:39Growth Strategy Matrix
- 19:24Scoring Opportunities
- 21:15Interviewing Customers - Don'ts
- 24:50Summary
- 25:57Recommended Resources
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