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The Hidden Reason Teams Can’t Learn Why Their Products Fail The Meeting They Keep Having The product launched six months ago, burned through $4M in development, and significantly underperformed projections. The portfolio review meeting is running two hours over. Leadership needs to decide: kill it, pivot, or double down on a redesign? Design has data …
Innovation Myopia: Why Customer-Focused Companies Still Miss Breakthroughs Last time, I wrote about why companies that have more operational knowledge than ever still make poor innovation bets. Today, I want to show you the pattern that causes this, a pattern so common it deserves its own name: Innovation Myopia. Most companies know a lot about …
Why Successful Companies Make Bad Innovation Bets Here’s something I see repeatedly: companies that excel at operations still make poor innovation bets. It’s not a competence problem. It’s a data problem. They have delivery knowledge in abundance. What they lack is jobs-and-outcomes knowledge. And that gap is where market risk lives. The Blind Spot in …
Why AI Makes Jobs-to-Be-Done More Critical, Not Less As artificial intelligence rapidly transforms how organizations generate and test ideas, many innovation professionals are asking: Is the Jobs-to-Be-Done (JTBD) approach still necessary? Some believe that, with AI’s ability to process massive data and surface new concepts, traditional discovery can be skipped. Yet the evidence and practice …
How to Create Strong Product-Market Fit at Concept Creation Earlier this month, I was invited to share Lean JTBD OS™ with the Global Innovation Management Institute (GIMI) community. Lean JTBD OS™ is built on the foundational public access work of Jobs-to-Be-Done (JTBD) theory, pioneered by visionaries such as Tony Ulwick, Clayton Christensen, Lance A. Bettencourt, …
The perception gap between what we think customers want and what they actually need isn’t just inconvenient — it’s dangerous. Here’s how to bridge it before it’s too late. Many innovation leaders believe they already know what customers need. But a 2022 Journal of Management review reveals a critical blind spot: acting on unverified assumptions. …
Stop Guessing: Ask Better Questions Validating a market can mean two very different things: validating demand or validating your solution. Most companies confuse the two—and that’s why they miss the mark. Validating demand starts with understanding that true customer needs are separate and distinct from products and services. Theodore Levitt said it best: “People don’t …
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