Flip the lens on your innovation practice.
Guides, playbooks, books, podcasts and more to help you understand why your customers hire you.
Instead of asking “How can I get more people to buy my product?” ask “How many people want to do what my product does, but can’t?”
Trade-offs aren’t just about what we can live with – they’re about understanding what trade-offs our customers are willing to make.
The gap between understanding Jobs to be Done as a concept and using it to drive business results is littered with mistakes.
When someone says they made an “impulse purchase,” most people just accept it and move on. But that’s exactly when you should lean in and start digging deeper.
Walk down any grocery store aisle and you’ll witness two completely different behaviors playing out side by side. These aren’t just different shopping styles. They represent fundamentally different mindsets that have big implications for how CPG brands should think about product development, packaging, and marketing strategy.
