JOBS-TO-BE-DONE is a perspective — a lens through which you can observe markets, customers, needs, competitors, and customer segments differently, and by doing so, make innovation far more predictable and profitable.

• Markets aren’t defined around products, but groups of people trying t...

Myth: "Some people are naturally creative and other people aren’t."

It’s true that some people spend more time on creative activities than others. But brain science is clear about the fact that there are creative brain states that can be turned on by some fairly simple act...

• The modern computer is a hierarchically organized system of computational artefacts.
• Hierarchical organization is a means of managing the complexity of an entity.
• Computational artefacts are made things; they process symbol structures signifying information,...