Why Most Organizations are Failing at Innovation

Study after study has shown that the #1 reason for startup and new product failure is “no market need,” i.e., misunderstanding customer needs.

The primary challenge of innovation is not to come up with ideas, develop and commercialize them; it’s to gain clarity about the opportunities in your market so you can focus on the issues that your customers care about most. Either gain great insights to generate great ideas or suffer the harsh reality of “garbage in, garbage out.”

Knowing where to focus your creativity makes all the difference in the world. Ideas are cheap, insights are priceless. Reveal needs. Create value. Drive growth.

Learn more about how jobs-to-be-done delivers dramatically better results with this white paper.