Innovative Customer Education Focuses on Customer Jobs-to-be-Done

If you look back through our blog posts in October, you will notice a theme about building new customer education team capabilities and individual skills. In this final blog of October, I want to introduce a new capability that I think will be the number one most critical capability customer education professionals will develop to set themselves apart from other leaders in the organization. That capability is to implement jobs-to-be-done theory in everything customer education does. 

Although jobs-to-be-done theory is not new, it has started to become more popular in the last 12 months, since three books were published: Competing Against Luck: The Story of Innovation and Customer Choice, by Clayton Christensen, Jobs To Be Done: Theory to Practice, by Anthony W. Ulwick, and Jobs To Be Done: A Roadmap for Customer-Centered Innovation, by Stephen Wunker and Jessica Wattman (listed in order of publication). 

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