Get game-changing customer insights, innovate, and grow using the Jobs-to-Be-Done innovation approach. Most people think that innovation is inherently messy and risky. That's understandable when you consider that new product/service failure rates remain stubbornly high. And yet, research has repeatedly shown that the number one cause of failure is misunderstanding customer needs. In other words, innovation itself is not inherently risky and messy; the way organizations are going about discovering their target customers' unmet needs is inherently risky and messy. I have seen this hundreds of times and it still pains me because it doesn't have to be that way. Any organization that knows what type of customer information to obtain, how to get it, and how to use it can can change the game, reduce risk, and achieve dramatically better results. Specialties: #jtbd, #jobstobedone, #innovation, #innovationmanagement #Customerinsight, #strategy, #growthstrategy, #customerexperience, #toplinegrowth, #revenuegeneration, #growthstrategy, #revenuegrowth, #strategicplanning, #ideageneration, #marketresearch, marketing, sales, value proposition development, messaging and positioning, value creation, #newproductdevelopment, stage-gate product development.