HBR Innovation: Post #4: Customer-Centered

The Customer-Centered Innovation Map by Lance Bettencourt and Anthony Ulwick (originally published in 2008). We all “hire” products to get a job done. We hire/buy a cell phone to talk to people and a steak to fill our stomachs. “Job mapping” helps break down services and products by focusing on why the customer “hires” our product—turning customer input into innovation.  Jobs are a series of process steps. Watch customers to find out the critical steps.