Solutions Designed for Important Customer Jobs Fail all the Time

Practical Jobs-to-be-Done Series

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Imagine a scenario - as hard as it might be - where a one or more senior executives come up with an idea, allocate resources to develop a product based on that idea, and direct the marketing and selling teams to get behind it.

This is not hard to imagine because it happens every single day! It's gotten to the point where about 15 years ago we started hearing the term fail fast. This term (and the concept that evolved from it) was supposed to embrace what we were good at while also giving us another group we could belong to that put a happy face on failure while mocking those who were not in…