Jobs to be done: a roadmap for customer-centered innovation

Introduction : charting a roadmap to great ideas

Understanding jobs to be done

Jobs : what customers are trying to get done

Job drivers : why customers have different jobs

Current approaches and pain points : how customers look at today's solutions

Success criteria : the customer's definition of a win

Obstacles : what holds new ideas back

Make the trip worthwhile

Value : how insights become revenue

Competition : becoming king of the road

Using jobs to be done to build great ideas

Establish objectives

Plan your approach

Generate ideas

Reframe your perspective

Experiment and iterate

Afterword

Appendix A: Quick reference guide

Appendix B: Jobs in the public sector

Acknowledgements

About the authors.