| Chapter 1 |
任務理論是成功創新的因果機制
感謝您對大師輕鬆讀的愛護，並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。不論是計畫周全或是完全自然產生的創新，都不必聽天由命。如果能了解顧客為什麼購買某個特定的解決方案，你就能非常準確地預測他們接下來會想要什麼。成功創新的關鍵是釐清顧客花錢是為了請你幫他們完成什麼任務。
感謝您對大師輕鬆讀的愛護，並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。
| Chapter 1 |
Jobs Theory is the causal mechanism for successful innovation
感謝您對大師輕鬆讀的愛護，並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。Innovation – whether highly structured or completely spontaneous – doesn't have to be hit and miss. If you can learn why customers purchase a particular solution, you can then forecast what they will want next with a high degree of accuracy. Figuring out what jobs customers are hiring you to do for them is the key to successful innovation.
感謝您對大師輕鬆讀的愛護，並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。
1990年代中期，某間速食連鎖店找上兩名企業顧問，請他們找出增加奶昔銷售的方法。該連鎖店曾經對顧客做過調查，並採用顧客提出的建議，但銷售沒有太大起色。因此，這次顧問不再詢問顧客對於改善奶昔的建議，而是問他們：「您到這裡買奶昔是為了完成什麼任務？」感謝您對大師輕鬆讀的愛護，並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。
In the mid-1990s, two business consultants were hired by a fast-food chain to help them figure out how to sell more milk shakes. The chain had surveyed its customers and tried to run with their suggestions without any significant change in sales resulting. So instead of asking for ideas on how to make the milk shakes better, the consultants instead asked customers: "What job were you trying to get done when you came here to buy that milk shake?"感謝您對大師輕鬆讀的愛護，並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。
