All too often fitness centers, medical providers, colleges, and organizations in many other industries seek to distinguish themselves only on the quality, convenience, and experience of what they sell, say the authors. It’s not that those things aren’t important. But they matter only as means to the ends that people seek. Too many organizations lose sight of this truth. Even when they do pr…
We all know that people hire products and services to get a job done. While all this seems obvious, very few companies use the perspective of getting the job done to discover opportunities for innovation. We have developed an efficient yet simple system companies can use to find new ways to innovate. Our method, which we call job mapping, breaks down the task the customer wants done into a seri…