Introducing a steady stream of fresh and innovative new products into the marketplace is the lifeblood of any organization. But all too often the development efforts create products that the market doesn't value, want, or need, resulting in a massive waste of time and money.

So how does a company take the risk out of innovation? The solution is in the "jobs-to-be-done" innovation theory pioneered by Clayton Christensen and others. This proven methodology frames innovation opportunities from the customer's perspective to create products and services that match the needs of the people who...