Simply asking "what job is the customer trying to get done?" can be a powerful way to enable innovation, because it forces you to go beyond superficial demographic markers that correlate with purchase and use to zero in on frustrations and desires that motivate purchase and use.
Seductive simplicity hides a rich, robust set of opportunity identification tools. Through our experience utilizing the "jobs-to-be-done" concept in a range of settings, my colleagues and I have developed five tips for would-be innovators: the five Cs of opportunity identification (modeled after marketing's famous four Ps — price, product, place, and promotion).
To read the original article: The Five Cs of Opportunity Identification - Scott Anthony - Harvard Business Review
