Clayton ChristensenCompeting Against Luck, 2016
Customers hire products to make progress in specific circumstances — understand the job, with its functional, social and emotional dimensions, and innovation stops being a gamble.
Anthony UlwickJobs to Be Done: Theory to Practice, 2016
Outcome-driven innovation: define the job's desired outcomes as measurable statements, find the underserved ones, and design against them.
Theodore Levitt (precursor)Harvard lectures
The classic framing: people don't want a quarter-inch drill — they want a quarter-inch hole.
The EclipseFrontiers® LensNobody buys your product. They hire progress.