Competing Against Luck
Forget what you think you know about understanding your customers. This groundbreaking guide argues that people don't buy products, they hire them for specific tasks. By shifting your focus from demographics to the underlying "jobs" your customers need done, you can unlock predictable innovation and create offerings people will not only choose but enthusiastically pay more for. This is essential reading for anyone looking to move beyond guesswork and build a truly growth-oriented business.
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