创新的成功并非源自对客户本身的理解,而是对客户所要完成任务的深刻理解。“任务”(jobs-to-be-done)思维可以识别真正的客户需求,从而创造出突破性产品。成果导向型创新(ODI)是一种有导向、可预测、可衡量的创新过程,它融入了上述思维。如今的产品经理面临挑战,既要摆脱商品化陷阱(即商品之间的差异性越来越低,使得消费者只考虑价格与便利),又要找到可以同时实现盈利和市场份额增长的新产品。创新成为了 The success of innovation does not stem from the understanding of the customer itself, but a deep understanding of what the customer wants to accomplish. “Jobs-to-be-done” thinking can identify real customer needs, creating breakthrough products. Results-oriented innovation (ODI) is a guided, predictable and measurable innovation process that incorporates this thinking. Today’s product managers face the challenge of getting out of the pitfalls of commoditization (ie, the disparity between products is getting lower and lower so that consumers only think about price and convenience) and finding new products that can simultaneously generate both profit and market share growth . Innovation has become