Over time, certain patterns become impossible to ignore—and when they do, it’s worth stepping back and talking openly about them. One of those moments is when we hear someone say, “All customers want is a lower price.” That statement isn’t a conclusion. It’s a signal. And it deserves attention. 1. Product Decisions Are Happening All ... Read More

Is your new product pipeline filled with blockbusters destined to amaze customers and drive profitable growth for you? Or is it filled with twaddle… incremental innovation aimed at “guessed” market needs? With AI as your pipe wrench, these 3 steps will unclog your pipeline. Then your best new products will flow freely. In our experience, ... Read More

One of the most powerful things you can do in New Product Blueprinting is to slow down and visualize how customers actually get their work done.This technique is called Outcome Mapping, a structured way to trace a customer’s job step by step, in their own words, and without reference to any product or tool. If ... Read More

If you’re new to Jobs-to-be-Done (JTBD), here’s the big idea: customers don’t really “buy products,” they “hire” them to help get a job done. That job might be functional, like monitor water quality or keep my floors clean. It might also be emotional, like feel confident in my appearance or be reassured that I’ve made ... Read More

Customer interviews are messy. They zig, they zag, and often end in rabbit holes you didn’t expect. One moment you’re hearing about a product quirk, the next you’re deep in a story about their frustrations with internal approvals or onboarding new team members. That’s the nature of real conversations. And it’s exactly why structure matters. ... Read More

This product research comes from our twice-monthly New Product Blueprinting public workshops, which include several poll questions. We’ve compiled the poll results so you can compare how your company performs against others on these questions: Which risk causes most new product failures at your company? What % of your new product projects employ quantitative VOC? ... Read More

Why do people really buy what they buy? It’s a question that has reshaped how we think about customers, markets, and innovation. Thanks to the foundational work of Clayton Christensen, Tony Ulwick, Bob Moesta, and Lance Bettencourt, Jobs-to-be-Done (JTBD) theory gave us a breakthrough insight: “Customers don’t buy products—they hire them to get jobs done.” ... Read More