New products and services have abysmal success rates—as many as 90% fail to gain traction with customers each year. How can you and your team improve these odds? By basing your next innovation on a clear understanding of your customers’ important problems—or their jobs to be done.

Based on Innosight cofounder Clay Christensen’s theory, the jobs-to-be-done framework draws on a simple but profound insight: people don’t really “buy” products or services; they “hire” them to get a job done. By focusing more on your customer’s emotional, social and functional needs, you can discover the true motivations people have for buying—and then develop solutions with greater confidence.

In this webinar, Innosight partners Robyn Bolton and Kevin Bolen will describe this proven approach, best practices, and case examples of its impact.