| HBS Case Collection
(Revised from original 1999 version)
Discovering What Has Already Been Discovered: Why Did Your Customers Hire Your Product?
Describes a methodology for identifying markets for new technologies and for defining the highest value attributes of new products or services. It helps innovators escape the trap of incremental improvements to established product concepts by asking a straightforward question: What job did my customer expect this product to do for him or her?
Keywords: Customer Focus and Relationships;