Jobs To Be Done methodology and its role in driving customer choice by Chris Green

Innovation is at the core of revenue growth - finding new ways to create and capture value. The reason most innovations fail is not because they don’t work (organisations are very good at building products and services with features and benefits), they fail because they don’t create value on dimensions that drive customer choice. If you don’t understand the causal drivers of customer choice, then you’re largely shooting in the dark and at risk of creating something that customers don’t choose above the alternative market solutions. Jobs To Be Done is the most proven method for uncovering the causal drivers of choice and is a fundamental part of a best practice innovation approach. In this talk, you’ll learn about what JTBD methodology is, how to use it and how it will change the way you think about markets and competition.