Business Quote by Anthony Ulwick
““To execute their innovation processes successfully, companies must obtain three distinct types of data. They must know which jobs their customers are trying to get done (that is, the tasks or activities customers are trying to carry out); the outcomes customers are trying to achieve (that is, the metrics customers use to define the successful execution of a job); and the constraints that may prevent customers from adopting or using a new product or service.””
About This Quote
Source Book: Jobs to be Done by Anthony Ulwick, 2016
Successful innovation requires understanding customer jobs, desired outcomes, and adoption constraints.
In simple terms: Know what customers want, how they measure success, and barriers.
Key Takeaway
Gather job, outcome, and constraint data.
Themes
innovation
customer insight
product development
Mood
analytical
strategic
Type
framework
instructional
When to use this quote
- product design
- market research
- strategy planning
Key Concepts
jobs‑to‑be‑done
metrics
constraints
Questions to Reflect On
- What data sources reveal hidden constraints?
- How can you prioritize which jobs to target?
A Different Perspective
Data collection can be costly and time‑consuming.
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