Build High-Growth Products

Customers don’t buy a product, e.g., a CD, record, MP3, or iPod. They “hire” a product to get a job done, e.g., curate music. Products and technologies change over time, while a job to be done remains the same.

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Learn how to identify unmet customer needs, uncover competitor weaknesses and build high-growth product roadmaps with the jobs-to-be-done framework that has been popularized by Harvard Business School’s Clay Christensen and has implications for every part of the product management process, including choosing a market, segmenting customers, pricing a solution, generating product ideas and prioritizing a product roadmap.

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