Room 2 | 1:15 pm - 1:45 pm | Wednesday, February 22, 2023
The typical mindset guiding product innovation is to build a better mousetrap. This mindset is based on the assumption that a better product will beat the competition. While tangible product attributes should not be neglected, it’s important to recognize that successful innovations also address symbolic and emotional dimensions that feed into the consumer identity. Put simply, people buy things for what they do but also for what they mean. In this presentation we’ll explore how a behavioral science approach to jobs-to-be-done innovation can transform business outcomes.
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