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What's Next! with Tiffani Bova

May 6, 2021

Welcome to the What's Next! podcast with Tiffani Bova.

This week I am thrilled to welcome my friend, David Duncan to the What’s Next! Podcast. David is a managing director at Innosight, where he works with leaders to create customer-centric teams, strategies, and organizations. He is the coauthor of two previous books, including the Wall Street Journal bestseller Competing Against Luck: The Story of Innovation and Customer Choice, written with the legendary Harvard Business School professor Clayton Christensen. A leading authority on the theory and application of jobs to be done, Duncan has extensive experience conducting market investigations around the world. Prior to Innosight, he worked as a consultant at McKinsey & Company and earned a PhD in physics from Harvard. I am so excited to bring you this episode of the What’s Next! Podcast with David Duncan!


THIS EPISODE IS PERFECT FOR… if you are struggling to understand who your customer is, and why they behave the way they do, this is the episode for you! 


TODAY’S MAIN MESSAGE… Customers are endlessly surprising and constantly changing… If you’ve often found yourself at a loss when it comes to your customers and why they make the choices that they do, David is here to point you in the right direction and demystify your customer conundrum. According to David, a job to be done is a problem that someone has, or a goal they want to achieve in a particular context or circumstance–the progress someone is trying to achieve in a given circumstance. Progress encompasses both the goal and the ongoing effort to address the problem. As an entity you are trying to sell an experience, or expectation, or solution that gets your customer to that end goal. David breaks down his work and his newest book: The Secret Lives of Customers: A Detective Story About Solving the Mystery of Customer Behavior. Let’s solve that mystery with David Duncan!


WHAT  I  LOVE  MOST David provides such a great framework for understanding what it is you are buying and selling and the problems you and your customers are trying to solve in the process!


Running time: 34:21


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Find David online:



Market Detective Website


Competing Against Luck Book

The Secret Lives of Customers Book