Jobs to Be Done

Jobs to Be Done (2016) offers an up-to-date look at one of the most respected strategies for creating sought-after, innovative products. This methodology is laser-focused on customer research and understanding what they need in order to get jobs done.

• CEOs looking for new ideas
• Marketing and design fanatics
• Research and development teams

Stephen Wunker is an accomplished author known for his expertise in customer-centered innovation and jobs-to-be-done theory. With a background in consulting and strategy, he has shared his insights through books and articles, helping businesses prioritize customer needs in their innovation processes.

Jessica Wattman has a PhD in political science from the Massachusetts Institute of Technology. As the director of social innovation at New Markets Advisors, she has extensive experience in researching unstable environments around the world and finding innovative solutions.

David Farber is a manager at New Markets Advisors and a specialist at using Jobs-based research in helping companies around the globe find new opportunities for growth and innovation.