Jobs to be Done in Healthcare — The Case of Surgical Vision

Much of the writing about the notion of “Jobs to be Done” revolves around consumer products. This makes sense — these are simple examples that everyone can relate to. But, reading all these pieces, you’d never guess that…

How One Company Keeps Changing the Game by Selling the Same Thing

Jobs to be Done in Food: The Case of the Skinny Bun

What We Overlook About How Customers Make Decisions

What Top Beverage Executives Are Saying About How to Build a Brand

What Twitter’s Newest Decision on Vine Teaches Us About Strategy

How to Bypass 3 Common Traps for Startups

Startups have a lot of forces working against them. Assembling the right team, battling…

Six Steps to Using Jobs to be Done for Market Segmentation

Jobs to be Done is a hot concept. Companies as wide ranging as Nestlé, Clorox, and Cisco have been using the theory to double down on customer centricity. Given that I co-authored one of leading books on the topic, this…

Three Innovation Lessons from Boston’s Women-Led Startups

What Holds New Ideas Back?

Just because there’s a better product or better way of doing something doesn’t mean customers will embrace the new solution. Our latest article in Pragmatic Marketer digs into the most frequent barriers to product purchase and use — obstacles such as cost, risk, required changes in…