--- title: "Meaning & Key Takeaway of: Only after knowing what jobs customers…" description: "\"“Only after knowing what jobs customers are trying to get done and what outcomes they are trying to achieve are companies able to systematically and pr..." image: "https://sms4smile.com/quotes/i/a18/anthony-ulwick-38456_quote_only-after-knowing-what-jobs-customers-a_1054989.jpg" --- # Only after knowing what jobs customers are trying to get… ![“Only after knowing what jobs customers are trying to get done and what outcomes they are trying to achieve are companies able to systematically and predictably identify opportunities and create products and services that deliver significant new value. Only then can they figure out What Customers…” quote by Anthony Ulwick](https://sms4smile.com/quotes/i/a18/anthony-ulwick-38456_quote_only-after-knowing-what-jobs-customers-a_1054989.jpg) [Download](https://sms4smile.com/quotes/i/a18/anthony-ulwick-38456_quote_only-after-knowing-what-jobs-customers-a_1054989.jpg) [Open image](https://sms4smile.com/quotes/i/a18/anthony-ulwick-38456_quote_only-after-knowing-what-jobs-customers-a_1054989.jpg) > ““Only after knowing what jobs customers are trying to get done and what outcomes they are trying to achieve are companies able to systematically and predictably identify opportunities and create products and services that deliver significant new value. Only then can they figure out What Customers Want.”” [Anthony Ulwick](https://sms4smile.com/quotes/author/anthony-ulwick/) ## About This Quote This interpretation was drafted with AI assistance. It is one reading of the quote, not the author's own explanation. Understanding customers' desired outcomes lets firms systematically spot unmet needs and design high‑value solutions. **In simple terms:** Know what customers truly want to achieve. Key Takeaway Identify outcomes, then design solutions. Themes customer insight innovation value creation Mood analytical strategic Type business framework When to use this quote - product development - market research - strategic planning - entrepreneurship Key Concepts Jobs to be done outcome‑driven design Questions to Reflect On - What outcomes are customers ignoring? - How can you validate identified jobs? A Different Perspective May overlook hidden constraints or emerging needs. ★ ★ ★ ★ ★ No ratings yet [Customers](https://sms4smile.com/quotes/about/customers/) [Customers Want](https://sms4smile.com/quotes/about/customers-want/) [Identify Opportunities](https://sms4smile.com/quotes/about/identify-opportunities-2545680/) [Jobs Customers](https://sms4smile.com/quotes/about/jobs-customers-2545682/) [Knowing Jobs](https://sms4smile.com/quotes/about/knowing-jobs-2545681/) ## Related quotes > [“companies need to figure out what jobs customers want to get done and how they measure success in getting a job done before they…](https://sms4smile.com/quotes/anthony-ulwick/companies-need-to-figure-out-what-jobs-customers-want-to-get-done-and/) [Anthony Ulwick](https://sms4smile.com/quotes/author/anthony-ulwick/) > [We don't really care how the customers want to shop. We want to be in the position to serve them in any of those…](https://sms4smile.com/quotes/doug-mcmillon/we-don-t-really-care-how-the-customers-want-to-shop-we-want-to-be-in/) [Doug McMillon](https://sms4smile.com/quotes/author/doug-mcmillon/) > [The first step to success in any business is to ask your customers what they want.](https://sms4smile.com/quotes/kevin-stirtz/the-first-step-to-success-in-any-business-is-to-ask-your-customers/) [Kevin Stirtz](https://sms4smile.com/quotes/author/kevin-stirtz/) > [Give your customers what they want today, and help them see tomorrow.](https://sms4smile.com/quotes/ron-kaufman/give-your-customers-what-they-want-today-and-help-them-see-tomorrow/) [Ron Kaufman](https://sms4smile.com/quotes/author/ron-kaufman/) > [Our development strategy is based on a deep understanding of our customers. They want high-quality products and good service.](https://sms4smile.com/quotes/liang-wengen/our-development-strategy-is-based-on-a-deep-understanding-of-our/) [Liang Wengen](https://sms4smile.com/quotes/author/liang-wengen/) > [Good customers want good quality service. Great customers want it even more.](https://sms4smile.com/quotes/ron-kaufman/good-customers-want-good-quality-service-great-customers-want-it-even/) [Ron Kaufman](https://sms4smile.com/quotes/author/ron-kaufman/) > [The secret of successful retailing is to give your customers what they want](https://sms4smile.com/quotes/sam-walton/the-secret-of-successful-retailing-is-to-give-your-customers-what/) [Sam Walton](https://sms4smile.com/quotes/author/sam-walton/) > [“Some people say, "Give the customers what they want." But that's not my approach. Our job is to figure out what they're going to…](https://sms4smile.com/quotes/steve-jobs/some-people-say-give-the-customers-what-they-want-but-that-s-not-my/) [Steve Jobs](https://sms4smile.com/quotes/author/steve-jobs/) > [Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.](https://sms4smile.com/quotes/al-ries/customers-want-brands-that-are-narrow-in-scope-and-distinguishable-by/) [Al Ries](https://sms4smile.com/quotes/author/al-ries/) > [We want to be the go-to business for super-special daywear and eveningwear, to focus on what we are known for and what our customers…](https://sms4smile.com/quotes/giles-deacon/we-want-to-be-the-go-to-business-for-super-special-daywear-and/) [Giles Deacon](https://sms4smile.com/quotes/author/giles-deacon/) > [“Id you're finished picking out my flaws,maybe you'd like to tell me what you want now.I have other customers--" "You." "What was that?" "I…](https://sms4smile.com/quotes/johanna-lindsey/id-you-re-finished-picking-out-my-flaws-maybe-you-d-like-to-tell-me/) [Johanna Lindsey](https://sms4smile.com/quotes/author/johanna-lindsey/) > [The right moral compass is trying hard to think about what customers want.](https://sms4smile.com/quotes/sundar-pichai/the-right-moral-compass-is-trying-hard-to-think-about-what-customers/) [Sundar Pichai](https://sms4smile.com/quotes/author/sundar-pichai/) > [“It's the usual utopian vision. This time they were saying it'll reduce waste. If stores know what their customers want, then they don't overproduce,…](https://sms4smile.com/quotes/dave-eggers/it-s-the-usual-utopian-vision-this-time-they-were-saying-it-ll-reduce/) [Dave Eggers](https://sms4smile.com/quotes/author/dave-eggers/) > [“Some people say, "Give the customers what they want." But that's not my approach. Out job is to figure out what they're going to…](https://sms4smile.com/quotes/walter-isaacson/some-people-say-give-the-customers-what-they-want-but-that-s-not-my-2/) [Walter Isaacson](https://sms4smile.com/quotes/author/walter-isaacson/) > [Customers want a broad assortment, especially with e-commerce. If you pull up your mobile app to look for something at Walmart, we want you…](https://sms4smile.com/quotes/doug-mcmillon/customers-want-a-broad-assortment-especially-with-e-commerce-if-you/) [Doug McMillon](https://sms4smile.com/quotes/author/doug-mcmillon/) ## More 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…](https://sms4smile.com/quotes/anthony-ulwick/to-execute-their-innovation-processes-successfully-companies-must/) [Anthony Ulwick](https://sms4smile.com/quotes/author/anthony-ulwick/) > [“Operational innovation happens when a company discovers inefficiencies in a business operation and works to address those inefficiencies through creative solutions.”](https://sms4smile.com/quotes/anthony-ulwick/operational-innovation-happens-when-a-company-discovers/) [Anthony Ulwick](https://sms4smile.com/quotes/author/anthony-ulwick/) > [“Product innovation, or service innovation, which is the most common type of innovation, results from improvements that are made to existing products and services.”](https://sms4smile.com/quotes/anthony-ulwick/product-innovation-or-service-innovation-which-is-the-most-common/) [Anthony Ulwick](https://sms4smile.com/quotes/author/anthony-ulwick/) > [“companies need to figure out what jobs customers want to get done and how they measure success in getting a job done before they…](https://sms4smile.com/quotes/anthony-ulwick/companies-need-to-figure-out-what-jobs-customers-want-to-get-done-and/) [Anthony Ulwick](https://sms4smile.com/quotes/author/anthony-ulwick/) > [“Disruptive innovation, as made popular by Harvard Business School professor Clayton M. Christensen, results when a company uses a new technology to disrupt the…](https://sms4smile.com/quotes/anthony-ulwick/disruptive-innovation-as-made-popular-by-harvard-business-school/) [Anthony Ulwick](https://sms4smile.com/quotes/author/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…](https://sms4smile.com/quotes/anthony-ulwick/for-a-company-to-innovate-it-must-create-products-and-services-that/) [Anthony Ulwick](https://sms4smile.com/quotes/author/anthony-ulwick/) > [“A new market innovation occurs when a company discovers that people (individuals or businesses) are struggling to get a job done on their own…](https://sms4smile.com/quotes/anthony-ulwick/a-new-market-innovation-occurs-when-a-company-discovers-that-people/) [Anthony Ulwick](https://sms4smile.com/quotes/author/anthony-ulwick/) > [“the customer-driven movement has failed to produce the desired results because asking the customer what he wants solicits not only the wrong inputs, but…](https://sms4smile.com/quotes/anthony-ulwick/the-customer-driven-movement-has-failed-to-produce-the-desired/) [Anthony Ulwick](https://sms4smile.com/quotes/author/anthony-ulwick/) > [“Technically speaking, innovation is the process of creating a product or service solution that delivers significant new customer value.”](https://sms4smile.com/quotes/anthony-ulwick/technically-speaking-innovation-is-the-process-of-creating-a-product/) [Anthony Ulwick](https://sms4smile.com/quotes/author/anthony-ulwick/) > [“An agreed-on language is fundamental to success in any discipline, yet confusion has permeated product development because companies continue to define "requirements" as any…](https://sms4smile.com/quotes/anthony-ulwick/an-agreed-on-language-is-fundamental-to-success-in-any-discipline-yet/) [Anthony Ulwick](https://sms4smile.com/quotes/author/anthony-ulwick/) [Explore all 11 Anthony Ulwick quotes ](https://sms4smile.com/quotes/author/anthony-ulwick/) ## More Customers quotes > [The best way to hold customers is to constantly figure out how to give them more for less.](https://sms4smile.com/quotes/philip-kotler/the-best-way-to-hold-customers-is-to-constantly-figure-out-how-to/) [Philip Kotler](https://sms4smile.com/quotes/author/philip-kotler/) > [Corporations invest in sophisticated CRM, or Customer Relationship Management, programs to effectively oversee their relationship with their customers at every point during the buying…](https://sms4smile.com/quotes/marc-ostrofsky/corporations-invest-in-sophisticated-crm-or-customer-relationship/) [Marc Ostrofsky](https://sms4smile.com/quotes/author/marc-ostrofsky/) > [One of the Internet's highest-profile companies, Priceline once dreamed of transforming the way consumer goods are bought and sold by offering customers the chance…](https://sms4smile.com/quotes/alex-berenson/one-of-the-internet-s-highest-profile-companies-priceline-once/) [Alex Berenson](https://sms4smile.com/quotes/author/alex-berenson/) > [If we get better our customers will demand we get bigger.](https://sms4smile.com/quotes/s-truett-cathy/if-we-get-better-our-customers-will-demand-we-get-bigger/) [S. Truett Cathy](https://sms4smile.com/quotes/author/s-truett-cathy/) > [Research is an organized method of trying to find out what you are going to do after you cannot do what you are doing…](https://sms4smile.com/quotes/charles-kettering/research-is-an-organized-method-of-trying-to-find-out-what-you-are/) [Charles Kettering](https://sms4smile.com/quotes/author/charles-kettering/) > [Without a customer, you don't have a business - all you have is a hobby.](https://sms4smile.com/quotes/don-peppers/without-a-customer-you-don-t-have-a-business-all-you-have-is-a-hobby/) [Don Peppers](https://sms4smile.com/quotes/author/don-peppers/) > [In open source, you really have to be near the watershed to have an impact on the source code. Customers want to be near…](https://sms4smile.com/quotes/peter-fenton/in-open-source-you-really-have-to-be-near-the-watershed-to-have-an/) [Peter Fenton](https://sms4smile.com/quotes/author/peter-fenton/) > [Get a minimum viable product out there, test it out, see how customers respond.](https://sms4smile.com/quotes/shira-goodman/get-a-minimum-viable-product-out-there-test-it-out-see-how-customers/) [Shira Goodman](https://sms4smile.com/quotes/author/shira-goodman/) > [Tachyon OPC+ is a natural extension of our market-winning Tachyon platform, giving customers a clear path to minimizing the OPC error budget and producing…](https://sms4smile.com/quotes/bill-vaughan/tachyon-opc-is-a-natural-extension-of-our-market-winning-tachyon/) [Bill Vaughan](https://sms4smile.com/quotes/author/bill-vaughan/) > [I think technology advanced faster than anticipated. In that whirlwind, a lot of companies didn't survive. The reason we have done well is because,…](https://sms4smile.com/quotes/jeff-bezos/i-think-technology-advanced-faster-than-anticipated-in-that-whirlwind/) [Jeff Bezos](https://sms4smile.com/quotes/author/jeff-bezos/) > [In a very real sense, there are only two roles in organisations: customers and suppliers. Everybody functions simultaneously in both roles, whether inside or…](https://sms4smile.com/quotes/stephen-covey/in-a-very-real-sense-there-are-only-two-roles-in-organisations/) [Stephen Covey](https://sms4smile.com/quotes/author/stephen-covey/) > [Why is Caterpillar bad if we create a new job in India or China to receive U.S. exports? It makes no sense to me.…](https://sms4smile.com/quotes/douglas-r-oberhelman/why-is-caterpillar-bad-if-we-create-a-new-job-in-india-or-china-to/) [Douglas R. Oberhelman](https://sms4smile.com/quotes/author/douglas-r-oberhelman/) > [Enthusiastic service providers create enthusiastic customers.](https://sms4smile.com/quotes/ron-kaufman/enthusiastic-service-providers-create-enthusiastic-customers/) [Ron Kaufman](https://sms4smile.com/quotes/author/ron-kaufman/) > [The more a prospective customer clicks on you and your stuff, the easier it is for them to make a buying decision in your…](https://sms4smile.com/quotes/jeffrey-gitomer/the-more-a-prospective-customer-clicks-on-you-and-your-stuff-the/) [Jeffrey Gitomer](https://sms4smile.com/quotes/author/jeffrey-gitomer/) > [You have to treat your employees like your customers. When you treat them right they will treat your outside customers right.](https://sms4smile.com/quotes/herb-kelleher/you-have-to-treat-your-employees-like-your-customers-when-you-treat/) [Herb Kelleher](https://sms4smile.com/quotes/author/herb-kelleher/) [Browse all 2,036 Customers quotes ](https://sms4smile.com/quotes/about/customers/) ```json { "@context": "https://schema.org", "@graph": [ { "@type": "Quotation", "text": "“Only after knowing what jobs customers are trying to get done and what outcomes they are trying to achieve are companies able to systematically and predictably identify opportunities and create products and services that deliver significant new value. 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