In this article Lance A. Bettencourt and Anthony W. Ulwick discuss using job maps as an effective innovation tool. Job maps allow businesses to break down their customers jobs by observing and determining at each step what the customer is trying to achieve instead of what they are currently happening at each step. Knowing that every job possess a universal structure, a job map creation system involving six steps can be applied to clearly determine what goes on during the job. Using this information, innovation initiatives can be launched targeted at each step in the job process increasing innovation effectiveness instead of relying on the R&D department to come up with something useful.
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