The Customer-Centered Innovation Map

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5-1-2008 5:38 AM

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<div style="margin: 12px 0px; font-family: arial; color: #333333; background: #ffffff; border: solid 4px #e5e5e5; width: 100%; clear: left;"><div class="CM_CTB_Content_Wrap" style="margin: 0px; padding: 0px;background-color: #ffffff;"><div style="border-bottom: solid 1px #dcdcdc; white-space: nowrap; margin-bottom: 8px; background-color: #eeeeee ;background-image: url(http://clipmarks.com/images/source-bg.gif); background-repeat: repeat-x; height: 24px; line-height: 24px; vertical-align: middle; padding-bottom: 4px; color: #666666; font-size: 10px;" ><a href="http://clipmarks.com/clip-to-blog/" title="see clips that are hot right now"><img src="http://content.clipmarks.com/blog_embed/c6b1d08f-b50b-45a3-af51-5154ea36de65/7962670A-6658-4065-8059-86276DCFCED8/" alt="" width="19" height="19" border="0" style="vertical-align: middle; margin: 0px 4px; display: inline; border: none; float:none;" /></a>clipped from <a title="http://harvardbusinessonline.hbsp.harvard.edu/hbsp/hbr/articles/article.jsp?OPERATION_TYPE=CHECK_COOKIE&referer=/hbsp/hbr/articles/article.jsp&productId=R0805H&TRUE=TRUE&reason=freeContent&FALSE=FALSE&ml_subscriber=true&_requestid=59410&ml_action=get-executive-summary&articleID=R0805H&ml_issueid=BR0805" href="http://harvardbusinessonline.hbsp.harvard.edu/hbsp/hbr/articles/article.jsp?OPERATION_TYPE=CHECK_COOKIE&referer=/hbsp/hbr/articles/article.jsp&productId=R0805H&TRUE=TRUE&reason=freeContent&FALSE=FALSE&ml_subscriber=true&_requestid=59410&ml_action=get-executive-summary&articleID=R0805H&ml_issueid=BR0805" style="font-size: 11px;">harvardbusinessonline.hbsp.harvard.edu</a></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://harvardbusinessonline.hbsp.harvard.edu/hbsp/hbr/articles/article.jsp?OPERATION_TYPE=CHECK_COOKIE&referer=/hbsp/hbr/articles/article.jsp&productId=R0805H&TRUE=TRUE&reason=freeContent&FALSE=FALSE&ml_subscriber=true&_requestid=59410&ml_action=get-executive-summary&articleID=R0805H&ml_issueid=BR0805"><DIV id="TOC"><H2 class="Invisible">Table of Contents</H2><UL><li style="margin-left:16px;padding-left: 0px;">Executive Summary</LI></UL><H3 class="SectionTitle">In This Article:</H3><UL><li style="margin-left:16px;padding-left: 0px;"><A href="http://harvardbusinessonline.hbsp.harvard.edu/hbsp/hbr/articles/article.jsp?OPERATION_TYPE=CHECK_COOKIE&referer=/hbsp/hbr/articles/article.jsp&productId=R0805H&TRUE=TRUE&reason=freeContent&FALSE=FALSE&ml_subscriber=true&_requestid=59410&ml_action=get-article&ml_issueid=BR0805&articleID=R0805H&pageNumber=1">Beginning of Article</A></LI><li style="margin-left:16px;padding-left: 0px;"><A title="" href="http://harvardbusinessonline.hbsp.harvard.edu/hbsp/hbr/articles/article.jsp?OPERATION_TYPE=CHECK_COOKIE&referer=/hbsp/hbr/articles/article.jsp&productId=R0805H&TRUE=TRUE&reason=freeContent&FALSE=FALSE&ml_subscriber=true&_requestid=59410&ml_action=get-article&ml_issueid=BR0805&articleID=R0805H&pageNumber=1&ml_section=Section_3643254179#Section_3643254179">Anatomy of a Customer Job</A></LI><li style="margin-left:16px;padding-left: 0px;"><A title="" href="http://harvardbusinessonline.hbsp.harvard.edu/hbsp/hbr/articles/article.jsp?OPERATION_TYPE=CHECK_COOKIE&referer=/hbsp/hbr/articles/article.jsp&productId=R0805H&TRUE=TRUE&reason=freeContent&FALSE=FALSE&ml_subscriber=true&_requestid=59410&ml_action=get-article&ml_issueid=BR0805&articleID=R0805H&pageNumber=2&ml_section=Section_2439358394#Section_2439358394">Creating a Job Map</A></LI><li style="margin-left:16px;padding-left: 0px;"><A title="" href="http://harvardbusinessonline.hbsp.harvard.edu/hbsp/hbr/articles/article.jsp?OPERATION_TYPE=CHECK_COOKIE&referer=/hbsp/hbr/articles/article.jsp&productId=R0805H&TRUE=TRUE&reason=freeContent&FALSE=FALSE&ml_subscriber=true&_requestid=59410&ml_action=get-article&ml_issueid=BR0805&articleID=R0805H&pageNumber=2&ml_section=Section_2983890607#Section_2983890607">1: Define</A></LI><li style="margin-left:16px;padding-left: 0px;"><A title="" href="http://harvardbusinessonline.hbsp.harvard.edu/hbsp/hbr/articles/article.jsp?OPERATION_TYPE=CHECK_COOKIE&referer=/hbsp/hbr/articles/article.jsp&productId=R0805H&TRUE=TRUE&reason=freeContent&FALSE=FALSE&ml_subscriber=true&_requestid=59410&ml_action=get-article&ml_issueid=BR0805&articleID=R0805H&pageNumber=2&ml_section=Section_2560205615#Section_2560205615">2: Locate</A></LI><li style="margin-left:16px;padding-left: 0px;"><A title="" href="http://harvardbusinessonline.hbsp.harvard.edu/hbsp/hbr/articles/article.jsp?OPERATION_TYPE=CHECK_COOKIE&referer=/hbsp/hbr/articles/article.jsp&productId=R0805H&TRUE=TRUE&reason=freeContent&FALSE=FALSE&ml_subscriber=true&_requestid=59410&ml_action=get-article&ml_issueid=BR0805&articleID=R0805H&pageNumber=3&ml_section=Section_1038449085#Section_1038449085">3: Prepare</A></LI><li style="margin-left:16px;padding-left: 0px;"><A title="" href="http://harvardbusinessonline.hbsp.harvard.edu/hbsp/hbr/articles/article.jsp?OPERATION_TYPE=CHECK_COOKIE&referer=/hbsp/hbr/articles/article.jsp&productId=R0805H&TRUE=TRUE&reason=freeContent&FALSE=FALSE&ml_subscriber=true&_requestid=59410&ml_action=get-article&ml_issueid=BR0805&articleID=R0805H&pageNumber=3&ml_section=Section_4090224517#Section_4090224517">4: Confirm</A></LI><li style="margin-left:16px;padding-left: 0px;"><A title="" href="http://harvardbusinessonline.hbsp.harvard.edu/hbsp/hbr/articles/article.jsp?OPERATION_TYPE=CHECK_COOKIE&referer=/hbsp/hbr/articles/article.jsp&productId=R0805H&TRUE=TRUE&reason=freeContent&FALSE=FALSE&ml_subscriber=true&_requestid=59410&ml_action=get-article&ml_issueid=BR0805&articleID=R0805H&pageNumber=3&ml_section=Section_594638417#Section_594638417">5: Execute</A></LI><li style="margin-left:16px;padding-left: 0px;"><A title="" href="http://harvardbusinessonline.hbsp.harvard.edu/hbsp/hbr/articles/article.jsp?OPERATION_TYPE=CHECK_COOKIE&referer=/hbsp/hbr/articles/article.jsp&productId=R0805H&TRUE=TRUE&reason=freeContent&FALSE=FALSE&ml_subscriber=true&_requestid=59410&ml_action=get-article&ml_issueid=BR0805&articleID=R0805H&pageNumber=3&ml_section=Section_929871117#Section_929871117">6: Monitor</A></LI><li style="margin-left:16px;padding-left: 0px;"><A title="" href="http://harvardbusinessonline.hbsp.harvard.edu/hbsp/hbr/articles/article.jsp?OPERATION_TYPE=CHECK_COOKIE&referer=/hbsp/hbr/articles/article.jsp&productId=R0805H&TRUE=TRUE&reason=freeContent&FALSE=FALSE&ml_subscriber=true&_requestid=59410&ml_action=get-article&ml_issueid=BR0805&articleID=R0805H&pageNumber=4&ml_section=Section_3936860572#Section_3936860572">7: Modify</A></LI><li style="margin-left:16px;padding-left: 0px;"><A title="" href="http://harvardbusinessonline.hbsp.harvard.edu/hbsp/hbr/articles/article.jsp?OPERATION_TYPE=CHECK_COOKIE&referer=/hbsp/hbr/articles/article.jsp&productId=R0805H&TRUE=TRUE&reason=freeContent&FALSE=FALSE&ml_subscriber=true&_requestid=59410&ml_action=get-article&ml_issueid=BR0805&articleID=R0805H&pageNumber=4&ml_section=Section_808252942#Section_808252942">8: Conclude</A></LI><li style="margin-left:16px;padding-left: 0px;"><A title="" href="http://harvardbusinessonline.hbsp.harvard.edu/hbsp/hbr/articles/article.jsp?OPERATION_TYPE=CHECK_COOKIE&referer=/hbsp/hbr/articles/article.jsp&productId=R0805H&TRUE=TRUE&reason=freeContent&FALSE=FALSE&ml_subscriber=true&_requestid=59410&ml_action=get-article&ml_issueid=BR0805&articleID=R0805H&pageNumber=4&ml_section=Section_430173482#Section_430173482">Ancillary step: Troubleshooting</A></LI></UL><H3 class="SectionTitle">Exhibits And Sidebars:</H3><UL><li style="margin-left:16px;padding-left: 0px;"><A title="" href="?OPERATION_TYPE=CHECK_COOKIE&referer=/hbsp/hbr/articles/article.jsp&productId=R0805H&TRUE=TRUE&reason=freeContent&articleID=R0805H&FALSE=FALSE&ml_subscriber=true&_requestid=59410&ml_action=get-sidebar&ml_context=sidebar&ml_issueid=BR0805&ml_id=R0805H&ml_sidebar_id=1">Mapping a Customer Job</A></LI><li style="margin-left:16px;padding-left: 0px;"><A title="" href="?OPERATION_TYPE=CHECK_COOKIE&referer=/hbsp/hbr/articles/article.jsp&productId=R0805H&TRUE=TRUE&reason=freeContent&articleID=R0805H&FALSE=FALSE&ml_subscriber=true&_requestid=59410&ml_action=get-sidebar&ml_context=sidebar&ml_issueid=BR0805&ml_id=R0805H&ml_sidebar_id=2">Uncovering Opportunities for Innovation</A></LI></UL></DIV></blockquote></div><div style="margin: 0px 6px 6px 4px;"><table style="font-size: 11px;border-spacing: 0px;padding: 0px;" cellpadding="0" cellspacing="0" width="100%"><tr><td style="background:transparent;border-width:0px;padding:0px;">&nbsp;</td><td align="right" style="background:transparent;border-width:0px;padding:0px;width:107px" width="107"><a href="http://clipmarks.com/share/7962670A-6658-4065-8059-86276DCFCED8/blog/" title="blog or email this clip"><img src="http://content6.clipmarks.com/images/c2b-foot.png" border="0" alt="blog it" width="107" height="17" style="border-width:0px;padding:0px;margin:0px;" /></a></td></tr></table></div></div>

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