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Inside SeriesConcept-Based Inquiry
Jobs to be Done - The Innovation Framework
A practical guide to understanding why customers really buy - through the JTBD lens.
Each chapter answers one question
Chapter 1: Is my real rival a product like mine?
Why do people really buy products?
People don't buy products - they hire them to get a job done.
Chapter 2: Do people buy for function, or how they're seen?
What dimensions of progress do customers seek?
Every purchase involves functional, emotional, and social jobs.
Chapter 3: Does asking customers reveal what they need?
How do you discover the jobs your customers actually have?
Study behavior, not opinions - watch what people do, not what they say.