Featured IBM Replay: Jobs to be Done: A Roadmap for Customer-Centered Innovation

Date: On Demand CST

Presented by: American Marketing Association

Key Takeaways

  • Step-by-step process on how to identify "Jobs to be Done"
  • Create actionable segmentation schemes
  • Combine product ideation and company strategy​

Why do most new products fail to meet expectations in an age of almost unlimited customer data?

The truth is, we need to go beyond what customers say they want, and understand why they have the wants that they do.  

In this webcast, innovation expert and leading consultant Stephen Wunker will describe how companies can find the root drivers of demand using a concept called “Jobs to be Done.” 

He’ll then walk participants through a step-by-step process to identify Jobs to be Done, put them in the right context, create actionable segmentation schemes based on these insights, and link the findings to both product ideation and company strategy.  

Wunker led the team that created one of the world’s first smartphones, and has been involved in many innovations since then, both working closely with Harvard’s Clayton Christensen and running the consulting firm New Markets Advisors.  His talk will draw on the book he has co-authored, Jobs to be Done (AMACOM, Nov. 2016).​

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