The majority of the current business, product, and service development models focus on the wrong elements, at the wrong time, and from the wrong frame of reference.

The current paradigm assumes that all customers know what they want and need and that these wants and needs are homogenous across groups of customers (markets). 

Instead of focusing on nebulous and constantly changing "wants and needs," companies need to focus on understanding the "job(s) customers want to complete"  based on how customers define success.  

This approach involves investing far more time upfront in truly understanding customers, which results in far less time on the endless cycle of product development sprints.

This framework is called Outcome Driven Innovation®, based on Jobs-to-be-Done Theory. This is what drives our Continuous Customer Innovation process.