Table of Contents
Introduction: Charting a Roadmap to Great Ideas 1
Part I Understanding Jobs to Be Done: Finding High-Potential Avenues for Growth 13
Know Where You're Starting From 23
Chapter 1 Jobs: What Customers Are Trying to Get Done 25
Chapter 2 Job Drivers: Why Customers Have Different fobs 37
Chapter 3 Current Approaches and Pain Points: How Customers Look at Today's Solutions 49
Chart the Destination and Roadblocks 61
Chapter 4 Success Criteria: The Customers Definition of a Win 63
Chapter 5 Obstacles: What Holds New Ideas Back 75
Make the Trip Worthwhile 87
Chapter 6 Value: How Insights Become Revenue 89
Chapter 7 Competition: Becoming King of the Road 99
Part II Using Jobs to be Done to Build Great Ideas: Making Success Repeatable 111
Chapter 8 Establish Objectives 117
Chapter 9 Plan Your Approach 131
Chapter 10 Generate Ideas 141
Chapter 11 Reframe Your Perspective 155
Chapter 12 Experiment and Iterate 165
Afterword: Institutionalizing Jobs to be Done Thinking 175
Appendix A Quick Reference Guide 183
Appendix B Jobs in the Public Sector 191
Notes 197
About the Authors 201
Index 205