The Perfect Market Definition

The market must be defined and validated in the innovation equation before moving to needs discovery and product definition. It is worth remembering that people buy products and services to get a job done. A job is defined as a task people are trying to accomplish, a goal or objective they are trying to achieve,. Something they're trying to resolve, something they want to avoid. And 8. It reveals all sources of competition, making disruption and other surprises less likely.