09/10/2021

Grow Your Association With a Jobs-to-be-done Approach to Innovation

Here are four methods for doing so

Study after study has shown that the number-one cause of new product and service failure is misunderstanding the customers' needs. More and more, organizations are incorporating the "Jobs to Be Done" (JTBD) approach at their processes front end to address this problem. Employing JTBD first can greatly enhance the effectiveness of other popular innovation processes, including design thinking, Lean, Agile, and Stage-Gate because it can identify and rank the biggest opportunities in the target market with statistical validity before ideation.

How is that possible?

JTBD achieves this by clarifying what type of information to obtain from your target members to achieve your growth objectives; how to get it; and how to use it to consistently generate, develop and commercialize winning new ideas.

Please select this link to read the complete article from ASAE's Center for Association Leadership.