Know Your Customers’ “Jobs to Be Done”

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Know Your Customers’ “Jobs to Be Done”

For 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 performance. Most people would agree that the vast majority of innovations fall far short of ambitions.

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By Clayton M. ChristensenTaddy HallKaren DillonDavid S. Duncan