In this episode, Alex and Wais discuss ‘Know your customer’s “Jobs to be Done”’, a 2016 HBR article by Clayton M Christensen, Taddy Hall, Karen Dillon, and David S Duncan. The authors propose that innovation success has less to do with the quality of a particular product and more to do with whether that product ‘does a job’ for the user. The key to innovation, therefore, is to focus on the job, which sounds simple enough but requires the innovator to uncover complex social, emotional and psychological drivers, and then design products that deliver against these. You can read the article here: shorturl.at/lqJW7 If you’re enjoying the Innovation Book Club, please give us a 5-star review on your podcatcher of choice.