Mark Osborne explores how innovators discover what customers actually need before they know it themselves. The discussion centers on the jobs-to-be-done framework and how cutting-edge companies uncover hidden customer needs to create entirely new markets, moving beyond the idea that customers can only ask for incremental improvements.
And that's the sort of the common, you know, sort of pushback from companies when they're like, well, as an innovator, I don't need the voice of the customer because they would just tell me they would just want a faster horse. Whereas I'm predicting what they want when they don't even know it because I'm creating a new marketplace. So, for companies that are, you know, really innovating on the cutting edge, bleeding edge of a new market, they're really addressing those innovators with you know, ideas that they haven't seen yet, how do they approach getting this insight on the jobs to be done in the mind of their customers?
How Can You Maximize Your Business Value Before Selling? with Randy Katz Video
