345: How to use Jobs-to-be-Done to be a market detective

Global Product Management Talk is pleased to bring you the next
episode of... The Everyday Innovator with host Chad McAllister,
PhD. The podcast is all about helping people involved in innovation
and managing products become more successful, grow their careers,
and STANDOUT from their peers. About the Episode:  Today we
are talking about how to understand what provides value to
customers by giving them what they need to solve a problem or
complete a task. Clayton Christensen described this as the job to
be done. It is a topic our guest, David Duncan, knows well, as he
co-wrote the Jobs-to-be-Done book Competing Against
Luck with Clayton Christensen and has more recently
written The Secret Lives of Customers: A Detective Story About
Solving the Mystery of Customer Behavior. Dave is a managing
director at Innosight, where he helps leaders of organizations
create customer-centric teams and innovation strategies.