The ‘Jobs Roadmap’: Avoiding frustration as you hone in on customer insights

By Kelsey Alpaio, Staff Writer

jobstobedone-copyNew product development and innovation teams need a compass — or else they’re destined to wander aimlessly.

Stephen Wunker, protégé of Clayton Christensen and author of the new book “Jobs to be Done: A Roadmap for Customer-Centered Innovation,” makes the case that focusing on the reasons that customers “hire” a product or service can function as just that kind of navigation aid.

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