Jobs to Be Done

Stephen Wunker, Jessica Wattman and David Farber argue that innovation works best when it starts from the jobs customers want done, the functional and emotional goals behind what they buy. People want a quarter-inch hole rather than a drill bit, they note, and ice cream can also mean celebration, bonding and indulgence. The authors contrast this with sifting purchase data or brainstorming at random, and cite Snapchat, which cut features to meet an unmet need to record real life in the moment. With examples from every industry, the guide pairs core concepts with a detailed plan of action running from customer insight through ideation to iteration, including how to find unaddressed jobs and overlooked customer segments.

Dean Roller, founder of Bliss Bean Bags, recommends it to young people interested in his career path alongside The $100 Startup, saying he likes books with real-world examples of getting something off the ground.