Jobs to Be Done

Competing Against Luck: The Story of Innovation and Customer Choice

David S. Duncan

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What Customers Want: Using Outcome-Driven Innovation to Create Breakthrough Products and Services: Using Outcome-Driven Innovation to Create Breakthrough ... (Marketing/Sales/Advertising & Promotion)

Anthony Ulwick

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Know Your Customers’ “Jobs to Be Done”

Karen Dillonhbr.org

When Coffee and Kale Compete: Become great at making products people will buy

Alan Klement

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