Jobs to be Done: Theory to Practice

Why do so many innovation projects fail? What are the root causes of failure? How can they be avoided? Since 1990, Tony Ulwick has pioneered an innovation process that answers these questions. In 1999, Tony introduced Clayton Christensen to the idea that "people have underlying needs or processes in their lives, that they are addressing in some way right now"-an insight that was to become Jobs-to-be-Done Theory. For 25 years, Ulwick and his company, Strategyn, have helped over 400 companies, ap...