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Know Your Customers’ “Jobs to Be Done”

Know Your Customers’ “Jobs to Be Done”

Harvard Business Review - Clayton M. Christensen and Taddy Hall and Karen Dillon and David S. Duncan

Innovation success rates are shockingly low worldwide, and have been for decades. Marketers and product developers focus too much on customer profiles and on correlations unearthed in data, and not enough on what customers are trying to achieve in a particular circumstance. Successful innovators …

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