Jobs-to-be-done without Value Metrics is not actionable for product development and strategy. To quantify a project you have to...

Recruiting for qualitative Jobs-to-be-done (JTBD) exploration isn’t as easy as you might think. Based on the example to “find people for...

At a glance Companies struggle to understand what their customers really want. One reason is that organizations tend to distort customer...

With the digital revolution as a main driver of change, customers have become a central market power over the past years. Their new clout...

Jobs-to-be-done (JTBD) is a great concept helping to create innovation strategies, new products and value propositions which people find...

Line managers tend to be biased by their role and function. Sales thinks in terms of price. Engineers think about technology. Marketing...

Everyone can be creative! Our ideation sessions confirm what David Kelley from IDEO says in this TED talk. The Vendbridge creativity...

It is so much fun to watch my kids running around in our garden trying to find their Easter nests. They try and fail, and try and fail,...

To become more customer-centric and innovative, many companies carry out market research or ask their sales force to identify what their...

«Customers don’t buy a drill. They buy a quarter-inch hole», said marketing guru T. Levitt already in the 1960s. And he meant: Think...