Similar to "Nail It Then Scale It," this book deals with how successful innovation can be systematically planned so that customers are willing to pay premium prices for the products and services offered.
However, the focus in this book is not on the product development process itself, but on why customers spend money on specific products and services.
The answer is to be found in the so-called "jobs to be done" theory: customers do not buy products and services; instead, they hire them to do a particular job.
One product can be used for a variety of jobs: a daily newspaper, for example, provides information, covers waiting times, helps people find a job, offers relaxation after work – all tasks for which completely different products can be used today. Likewise, different products can be used for the same job: For relaxation after work, I can hire Netflix, my smartphone, family, and friends.
To succeed with innovation, an entrepreneur must understand what job his product does for the customer. Otherwise, he risks being taken over by a competitor with a product that does the job better.
The book explains the theory and its application in practice with numerous vivid and convincing examples, which makes the book very entertaining and worth reading.
🎧 Suitable as an audiobook? Yes.
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