Flip the lens on your innovation practice.
Guides, playbooks, books, podcasts and more to help you understand why your customers hire you.
Customers said they wanted it. You built it. They didn’t buy it. Discover why there’s a lack of symmetry between what people say they want and what they actually hire.
Learn how to flip the traditional sales lens from “who will buy my product?” to “what progress are people struggling to make?”
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.
