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Read this book to learn about Jobs to be DoneChristoph Trappe

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Jobs to Be Done: A Roadmap for Customer-Centered Innovation Kindle Edition

by Stephen Wunker (Author), Jessica Wattman (Author), David Farber (Author) Format: Kindle Edition

4.2 167 ratings

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Successful innovation doesn't begin with a brainstorming session--it starts with the customer. So in an age of unlimited data, why do more than 50% of new products fail to meet expectations? The truth is that we need to stop asking customers what they want . . . and start examining what they need.

First popularized by Clayton Christensen, the Jobs to be Done theory argues that people purchase products and services to solve a specific problem. They're not buying ice cream, for example, but celebration, bonding, and indulgence.

The concept is so simple (and can remake how companies approach their markets) -- and yet many have lacked a way to put it into practice. This book answers that need. Its groundbreaking Jobs Roadmap guides you through the innovation process, revealing how to:

Gather valuable customer insights
Turn those insights into new product ideas
Test and iterate until you find success

Follow the steps in Jobs to Be Done, and you'll arrive at solutions that are both original and profitable.

Advance Praise for Jobs to be Done:

"As companies struggle to predict whether people will choose one product over another, Jobs to be Done gives a clear method for understanding what will make goods stand out. The steps it provides will help maximize the likelihood that your product will succeed." -- Jennifer Saenz, Chief Marketing Officer, Frito-Lay

"Jobs to be Done takes what has become an essential theory for gauging customer needs and turns it into a structured approach to innovation based on what really drives behavior. It provides a coherent and highly actionable set of tools that you can put to use right away." -- Vijay Govindarajan, Coxe Distinguished Professor, Dartmouth College, Tuck School of Business

"The Jobs methodology is core to how Nestlé approaches the front end of innovation. This book brings innovation to the next level, offering extremely practical steps to create opportunity in both established and new markets." -- Doug Munk, Director, Innovation and Strategy, Nestlé USA

Print length

203 pages
Language

English
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On Kindle Scribe
Publisher

AMACOM
Publication date

November 15, 2016
File size

2004 KB
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Product details

ASIN ‏ : ‎ B01HJ35YNI
Publisher ‏ : ‎ AMACOM (November 15, 2016)
Publication date ‏ : ‎ November 15, 2016
Language ‏ : ‎ English
File size ‏ : ‎ 2004 KB
Simultaneous device usage ‏ : ‎ Up to 5 simultaneous devices, per publisher limits
Text-to-Speech ‏ : ‎ Enabled
Screen Reader ‏ : ‎ Supported
Enhanced typesetting ‏ : ‎ Enabled
X-Ray ‏ : ‎ Not Enabled
Word Wise ‏ : ‎ Enabled
Sticky notes ‏ : ‎ On Kindle Scribe
Print length ‏ : ‎ 203 pages

Best Sellers Rank: #251,754 in Kindle Store (See Top 100 in Kindle Store)
- #27 in Market Research Business (Kindle Store)
- #62 in Customer Relations (Kindle Store)
- #291 in Business Decision-Making

Customer Reviews:
4.2 167 ratings

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About the authors

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Stephen Wunker
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Stephen Wunker was a long-time colleague of innovation thought leader Clayton Christensen, led development of one of the world's first smartphones, and created pioneering companies in mobile marketing and commerce. He now runs New Markets Advisors, where he consults on innovation strategy and capabilities for organizations such as Microsoft, Meta, Nike, and the World Bank. He has written over 100 articles for publications including Forbes, Harvard Business Review, and The Financial Times.
Wunker has published four critically-acclaimed books on innovation: Capturing New Markets, Jobs to be Done, Costovation, and his latest book The Innovative Leader. He has degrees from Princeton, Columbia, and Harvard Business School.
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David Farber
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Dave Farber is an expert in strategy and innovation. With experience as both a consultant and an in-house innovation leader, Dave has worked with over 75 companies across 5 continents to find and capture new sources of growth.
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Jessica Wattman
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Jessica Wattman is an expert in creating innovative approaches to social change. With a PhD in Political Science from MIT, as well as a Master's in Public Policy from Harvard's Kennedy School of Government, she has applied leading-edge thinking to practical problems in fields as diverse as countering violent extremism, disaster relief, athletics-oriented nonprofits, and local causes. Recently she has led efforts by a South African organization, Yowzit, to use crowdsourced sentiment analysis, citizen ratings, and open reviews to improve public service delivery. Her focus on technology in governance is enabling public decision-makers to learn in real time about local attitudes and issues. She has written for Mercy Corps and the Institute of Development Studies, among others, and her work has been featured on CBS News.
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Customer reviews

167 global ratings

How customer reviews and ratings work

Customers say

Customers find the book's information quality interesting, practical, and valuable. They also say the process is laid out in clear steps. Opinions are mixed on readability, with some finding it readable and well-written, while others say it's superficial and poorly written.

AI-generated from the text of customer reviews

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Information quality Ease of use Readability

14 customers mention "Information quality"12 positive2 negative

Customers find the book highlights interesting aspects about the JTBD method, adding some fresh details. They say it provides extremely valuable guidance on how to design smart services and targeted products. Readers also mention the book has some really interesting examples on how not just create the best products. They appreciate the clear set of principles explained in a simple way.

"...And, as a bonus, it’s well-written and often a fun read too. There’s even an example worked in a ton of detail at the back of the book...." Read more

"...Comprehensive advice is given throughout so the reader can easily use this book as a blueprint or roadmap for future change...." Read more

"This is a good book on the topic. It is quite broad so it some ways, it is a review of key ideas in marketing and product development...." Read more

"...This book has some really interesting examples on how to not just create the best products, but also how to make those products really resonate with..." Read more

3 customers mention "Ease of use"3 positive0 negative

Customers find the book easy to use. They mention the process is laid out in clear steps.

"...book fun to read, while the quick recaps for each chapter make it easy to use...." Read more

"...The process is also laid out in clear steps." Read more

"Simple, clear, actionable guide to customer centric innovation..." Read more

9 customers mention "Readability"4 positive5 negative

Customers have mixed opinions about the readability of the book. Some mention it's well-written and accessible, while others say it'd read like a commercial. They also say the style is challenging and disjointed.

"...I found the book easy to read, inspiring for SELLERS, ENTREPRENEURS.I am in clothing business, managing a factory...." Read more

"...e-book called “Jobs to be Done: Theory to Practice”, but it reads like a commercial and doesn’t tell you almost anything that you can really..." Read more

"...educator and do not work in the business world, yet I found it to be readable and accessible...." Read more

"...The style of the book was a little challenging and it felt disjointed, meaning that it was a bit easy to skip over sections, but the central theme..." Read more

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Markus Robbins

The Most Practical Framework for Innovation – A Step-by-Step Process To Achieve Customer Focus and Creative Breakthroughs

Reviewed in the United States on November 15, 2016

Verified Purchase

This book gives a comprehensive process for applying “jobs to be done” in your organization, whatever kind of organization you may be in (B2C, B2B, nonprofit, etc.). The whole book is constructed around a “Roadmap” analogy, and it provides a process in 12 parts. This is PRECISELY what I was looking for – something that I could put to use. And, as a bonus, it’s well-written and often a fun read too. There’s even an example worked in a ton of detail at the back of the book. Love it.

Here are the steps it lays out in its “jobs roadmap.” Each of these have tools, do’s and don’ts, examples, etc.:

- Establish objectives
- Plan your approach
- Discover the jobs
- Understand the job drivers (what makes people/organizations prioritize jobs differently, links to segmentation approaches)
- Map current approaches and pain points
- Identify success criteria for new solutions
- Investigate obstacles to adopting those solutions
- Determine the value that can be created by accomplishing those jobs well
- Assess what the “real” competition is for accomplishing those jobs
- Generate ideas based on those insights
- Reframe your perspective
- Experiment and iterate

Each of these elements is a chapter. There’s a final chapter on how a Fortune 500 company rolled this out as a standard methodology, and two appendices, one on the very detailed example and one on public sector applications of the concepts.

Here’s the contrast to a couple other books on this that came out around the same time:

- Competing Against Luck is excellent, but it’s higher level. There’s one figure in the whole book. It’s not a toolkit, and it doesn’t pretend to be.
The two books are good complements
- There’s what seems to be a self-published e-book called “Jobs to be Done: Theory to Practice”, but it reads like a commercial and doesn’t tell
you almost anything that you can really put to use. Their “84 step process” includes such surprising steps as recruit participants, and
develop a questionnaire, without saying a single thing about how to do that. It’s literally just those words as the steps – that’s it. Not useful.
This book, in contrast, doesn’t require you to buy a workshop or consulting project to actually apply the thinking.

I wish more business books were like this one!

27 people found this helpful

Helpful

DarrenIngram_dot_com

meaning that it was a bit easy to skip over sections

Reviewed in the United States on February 14, 2017

Verified Purchase

Products and services fail regularly to meet customer expectations but what is going wrong? Companies are asking customers what they want and blindly seek to deliver it; yet not so many seem to analyse what they may need and work from that data point.

This is the central argument expressed by the authors, who believe that people purchase products and services to solve a specific problem or need. If a company can focus on the “jobs to be done” by a product or service for a customer, their innovation, development and sales processes can be much more successful.

It all makes for an interesting read. You can be wise and say that it is an obvious argument, but if that’s the case why are so many seemingly overlooking it? By reading this book maybe you can reboot your mindset and start to look at things in a different light. The style of the book was a little challenging and it felt disjointed, meaning that it was a bit easy to skip over sections, but the central theme and guidance is the main thing.

Comprehensive advice is given throughout so the reader can easily use this book as a blueprint or roadmap for future change. It would be something that you would probably be consulting on many occasions, so the complaint about a disjointed feel may fade away with many visits. It probably affects the initial, sequential read and slightly risks reader interaction and engagement.

It is definitely worthy of consideration in any case, assuming that your company does not already look at what customers need!

2 people found this helpful

Helpful

Bruce_in_LA

Good overview that puts "jobs to be done" idea in a 360 degree view of product and customer

Reviewed in the United States on September 3, 2017

Verified Purchase

This is a good book on the topic. It is quite broad so it some ways, it is a review of key ideas in marketing and product development. For decades we have heard, "The customer does not go to Home Depot because he needs a drill, but because he needs a hole." Good point. Later, Clayton Christenson expanded it for cases where the "job to be done" is far from obvious and requires some careful thought. Classically, commuters get a chocolate shake at McDonalds at 8 am because it (A) provides calories til lunch (B) gives them something to do while driving (C) only requires one hand and no accessories (paper, plates). The job to be done is calories + occupation. Wunker et al put this in a BROAD context, what is your product, what are customer needs, what are allied products or cross-sells to meet those needs, etc. So, while it is true to the topic of "jobs to be done" you get a 360 degree view of how this fits into product development and marketing.

2 people found this helpful

Helpful

Utkan Uluçay

Inspiring but not for production

Reviewed in the United States on July 7, 2017

Verified Purchase

This was my first involvement with JTBD concept.
I found the book easy to read, inspiring for SELLERS, ENTREPRENEURS.
I am in clothing business, managing a factory.
I could not find anything adoptable to production environment.
I could not find anything usable for MakeToOrder business environment (customer sets a standard, a style, an order and we need to accomplish it within time-budget-context).
This is not a silver bullet.

2 people found this helpful

Helpful

Abigail S Evans

This book has some really interesting examples on how to not just create the best products, but also how to make those products

Reviewed in the United States on November 8, 2016

Verified Purchase

The subtitle of this book makes clear what it’s about: how to be customer-centric. From a marketing perspective, it was really interesting to read about how Jobs to be Done thinking touches every aspect of a company. This book has some really interesting examples on how to not just create the best products, but also how to make those products really resonate with customers. There are a lot of actionable takeaways in here, including some particularly helpful ones on how to make sure you’re marketing the right solutions to the right customers. The real-life story to start each chapter makes the book fun to read, while the quick recaps for each chapter make it easy to use. For me, it was great that there were so many tools that you could start using right away to think about how to design better products. Overall, I think it’s a great book almost regardless of what your role is in a company.

6 people found this helpful

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Rubens da Costa Santos

A jornada para bem atender o cliente!

Reviewed in Brazil on July 26, 2024

Verified Purchase

Desde meu primeiro contato com o JTBDencontrei o caminho para oferecer realmente o que o cliente precisa e deseja.
Recomendo!

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Seb

Essentiell

Reviewed in Germany on February 24, 2020

Verified Purchase

Eines der wichtigsten Bücher für Leute die Produkte entwickeln wollen oder müssen. Eine Methodologie, die man auch anwenden kann.

One person found this helpful

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David Martin

Práctico y con las ideas claras

Reviewed in Spain on October 13, 2019

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Aunque se pueda resumir bastante, la idea básica genera un cambio en la mentalidad de los que nos dedicamos al marketing, una persona no compra un jersey, compra el estar más guapa o más cómoda. Con esto cambia bastante el concepto y la estrategia y la forma en la que podemos llegar a plantearnos las cosas.

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Eric DELAGE

1) Ennuyant 2) Ennuyeux

Reviewed in France on March 2, 2018

Verified Purchase

Au bout de 50 pages, j'attendais encore que l'auteur commence à entrer dans le vif du sujet. Après 70 pages j'avais déjà hâte que le livre soit fini... Ce qui m'a le plus gêné dans le livre est que l'auteur mentionne la théorie du "Jobs To Be Done" dans le titre alors que le contenu me semble ne pas en reprendre les fondements même. Pour ceux qui s'intéresse à JTBD, je conseille fortement de commencer par "Competing Against Luck: The Story of Innovation" de Clayton Christensen.

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