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3min chapter
Bob Moesta - Jobs To Be Done
The Innovation Show
Introduction
Clayton Christianson: Understanding the job is what's critical in being successful in innovation, not the customer. He says it took eight years to develop the theory of disruptive innovation and write a book that explains it. In contrast, it has taken nearly two decades to hone the jobs to be done theory,. What explains the difference? I had a treasure trove of data about this drives which yielded the theory of disruption. We had no such look with our jobs theory research. And there have been no shortcuts.
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