One of the main cause of most Innovation failures is a lack of understanding of client requirements.
With the abundance of data available today, organizations should have no trouble understanding what their customers want to achieve. But this is not the case. In virtually all cases, data is used to find correlations rather than causes.
The Jobs-to-Be-Done (JTBD) Theory assists in comprehending client preferences by concentrating on what drives a purchase. The JTBD Theory approaches the innovati
