Know Your Customers' "Jobs to Be Done"
Idea in Brief What's Wrong Innovation success rates are shockingly low worldwide, and have been for decades. What's Needed Marketers and product developers focus too much on customer profiles and on correlations unearthed in data, and not enough on what customers are trying to achieve in a particular circumstance.
https://hbr.org/2016/09/know-your-customers-jobs-to-be-done
