How to Innovate a Product

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The publishing industry is based on a model that assumes nine out of 10 books will be a flop and one, they don't know which one, will do better than expected. So I am currently doing research at the University of Cambridge and as parts of that writing a new book. And I want it to be as relevant as possible to people, of course, just like everybody who creates products and services.

Have you ever wondered why there are so many massive flops in business? How many products and services are launched and then almost immediately forgotten? How can companies spend millions and sometimes billions of dollars to produce something that customers ultimately say is not for them? Today I've invited Tony Ulwick, one of the fathers of the Jobs-to-be-Done theory, to help us understand this phenomenon. This is part one of a two part interview, so tune in for part two next week!

Learn more from Tony here: https://strategyn.com/tony-ulwick/

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