The Statue in the Stone: Decoding Customer Motivation with the 48 Laws of Jobs-to-be-Done Philosophy

CHAPTER 1 : THE FIRST FOUR LAWS OF JTBD PHILOSOPHY

CHAPTER 2 : THE RATIONAL CUSTOMER

CHAPTER 3 : THE YIN OF JOBS - TO - BE - DONE

CHAPTER 4 : THE YIN OF IMPERFECTIONS

CHAPTER 5 : THE YANG OF PRODUCTS

CHAPTER 6 : THE YANG OF PRODUCT PERFORMANCE

CHAPTER 7 : MARKETS AND MARKET SEGMENTS

CHAPTER 8 : THE PARADOX OF VALUE PROPOSITIONS

CHAPTER 9 : THE YANG OF MARKET RESEARCH