The Innovator s Playbook Discovering and Transforming Great Ideas Into Breakthrough New Products

Introducing a steady stream of fresh and innovative new products into the marketplace is the lifeblood of any organization. But all too often the development efforts create products that the market doesn't value, want, or need, resulting in a massive waste of time and money.

So how does a company take the risk out of innovation? The solution is in the "jobs-to-be-done" innovation theory pioneered by Clayton Christensen and others. This proven methodology frames innovation opportunities from the customer's perspective to create products and services that match the needs of the people who use it.

In The Innovator's Playbook, author Kevin B. McGourty provides an innovation framework that will allow you to streamline your discovery and vetting process to better identify problems that are worth solving. It will also provide you with the tools to transform initial concepts into solutions that customers truly want and value. This framework will allow you to achieve successful new product launches while simultaneously avoiding the frustrating waste associated with product failures.