The 10 Reasons People Buy New Products

Five Steps for Creating Customer Journey Maps You Can Actually Use

Why Private Label Products Will Be the Savior of Retail

Jobs to be Done: The Quantitative Methods behind Consumer-driven Research

Three Lessons from the Success of Nest’s Smart Thermostats

Mr. Porter, Online Luxury Clothing Retailer, Innovates in the Men’s Fashion Industry

The Myth of the First-Mover Advantage: Why to be Smarter, Not Faster

Why Innovation Isn’t Everyone’s Job

I hear it far too often: innovation should be part of everyone’s job. To that point, when I…

“Jobs to be Done” vs. “Needs” and “Outcomes” — How They Are Different

My mentor Clayton Christensen, Professor at Harvard Business School and originator of the term “disruptive innovation,” is fond of saying that great innovations come from deeply understanding customers’ jobs to…

What Jobs to be Done Predicts for the Future of Food