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Chapter from: "Innovator's Guide to Growth: Putting Disruptive Innovation to Work"
Published by: Harvard Business Publishing
Published in: 2008

Abstract

To identify opportunities to create new growth, look first for important 'jobs' that customers can't get done satisfactorily with current solutions. Embracing this notion of customers 'hiring' products and services to get jobs done in their lives can help companies master the innovation life cycle. This chapter is excerpted from ‘Innovator's Guide to Growth: Putting Disruptive Innovation to Work'.

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Abstract

To identify opportunities to create new growth, look first for important 'jobs' that customers can't get done satisfactorily with current solutions. Embracing this notion of customers 'hiring' products and services to get jobs done in their lives can help companies master the innovation life cycle. This chapter is excerpted from ‘Innovator's Guide to Growth: Putting Disruptive Innovation to Work'.

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