Business Quote by Anthony Ulwick
““For a company to innovate, it must create products and services that let consumers perform a job faster, better, more conveniently, and/or less expensively than before. To achieve this objective, companies must know what outcomes customers are trying to achieve (what metrics they use to determine how well a job is getting done) and figure out which technologies, products, and features will best satisfy the important outcomes that are currently underserved.””
About This Quote
Source Book: "Jobs to Be Done: Theory to Practice" by Anthony Ulwick, 2016
Innovation requires understanding the jobs customers want to accomplish and delivering solutions that outperform existing options on key outcomes.
In simple terms: Know customers' jobs and deliver better, faster, cheaper outcomes.
Key Takeaway
Focus on unmet outcomes and align tech to meet them.
Themes
innovation
customer focus
outcome‑driven
Mood
analytical
strategic
Type
business
marketing
When to use this quote
- product development
- strategy planning
- market research
- service design
Key Concepts
jobs‑to‑be‑done
value proposition
market fit
Questions to Reflect On
- What outcomes are currently underserved?
- How can you measure success of new solutions?
A Different Perspective
Assumes all customers can be neatly categorized by jobs.
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![“If the State does not acquire supremacy over [vast private] enterprises, it becomes their puppet, and they become the real State.” quote by Bertrand Russell](https://sms4smile.com/quotes/img-quotes/bad/bertrand-russell-69_acquire_if-the-state-does-not-acquire-supremacy_1379.jpg)