Know Your Customers' "Jobs to Be Done". - EBSCO
Skip to main content New search Browse by Research tools Links MyEBSCO Sign in to MyEBSCO Details Know Your Customers' "Jobs to Be Done". AI Ask beta Know Your Customers’ “Jobs to Be Done” Is innovation inherently a hit-or-miss endeavor? Not if you understand why customers make the choices they do. BY CLAYTON M. CHRISTENSEN, TADDY HALL, KAREN DILLON, AND DAVID S. DUNCAN SPOTLIGHT 54 Harvard Business Review September 2016 SPOTLIGHT ON CONSUMER INSIGHT ARTWORK Marijah Bac Cam, Blue Landscape Charcoal, ink, marker, and pencil on paper F or as long as we can remember, innovation has been a top priority—and a top frustration—for leaders. In a recent McKinsey poll, 84% of global executives reported that innovation was extremely important to their growth strategies, but a staggering 94% were dissatisfied with their organizations’ innovation HBR.ORG September 2016 Harvard Business Review 55 Madness time. Marketers who collect demographic or psy