Uncover Consulting

The advice we often receive is to heed the customer’s opinions, but at the same time, we are cautioned that customers may not know what is truly beneficial for them. As Henry Ford famously quipped,

‘”If I had asked people what they wanted, they would have requested faster horses.”

So, how do we reconcile these seemingly conflicting statements? The key lies in establishing a strong alignment between technology and customer requirements. One highly effective approach involves examining both customer insights and technological opportunities based on their ability to fulfill customer needs, rather than solely focusing on their features.

This realization was the brainchild of innovation expert Clayton Christensen. While developing the theory of disruption, he sought a method to achieve successful outcomes in an “unpredictable world.” He discovered that by considering the “job” a customer is trying to accomplish, he could formulate the theory of jobs to be done.

Learn more about jobs to be done

With our extensive experience, we have mastered the art of creating harmonious connections between customer needs and technology, using a systematic and rigorous methodology. We assist our clients in overcoming the following three challenges: