The Big Idea The more we think we know, the more frustrating it becomes that we keep getting innovation wrong. But you don’t have to leave your fate to luck. Successful innovations don’t result from understanding your customers’ traits, creating jazzy new bells and whistles for your products, catching hot trends, or emulating your competitors. To elevate innovation from hit-or-miss to predictable, you have to understand the underlying causal mechanism—the progress a consumer is trying to make in particular circumstances. Welcome to the Theory of Jobs to Be Done.
