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Know Your Customers’ “Jobs to Be Done”

Blue Landscape (charcoal, ink, marker, and pencil on paper)   Marijah Bac Cam

For as long as we can remember, innovation has been a top priority—and a top frustration—for leaders. In a recent McKinsey poll, 84% of global executives reported that innovation was extremely important to their growth strategies, but a staggering 94% were dissatisfied with their organizations’ innovation performance. Most people would agree that the vast majority of innovations fall far short of ambitions.

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A version of this article appeared in the September 2016 issue of Harvard Business Review.

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