In the case of TurboTax, the team had a flawed essential unit of analysis when it focused on relentlessly improving the interview. But this is exactly what most companies do when they follow the wrong innovation guides. How can a leader consistently rally his team about such a challenging goal—and keep them focused? “I think you’re on to the sixty-four-billion-dollar question,” Cook says. Staying relentlessly focused on the job enables—and even compels—employees to new and better ways of working. A deep understanding of customers’ Jobs to Be Done should trigger a cascade of questions about how
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