<p>These days consumers have real power: they can research companies compare ratings and find alternatives with a simple tap. Focusing on customer needs isn&apos;t a nice&ndash;to&ndash;have it&apos;s a strategic imperative.<br/><br/> <b><em>The Jobs To Be Done Playbook</em></b> (JTBD) helps organizations turn market insight into action. This book shows you techniques to make offerings people want as well as make people want your offering.</p>