The importance of understanding the job, by Clayton Christensen
Jobs-to-be-done history in short.
Highlights of our jobs-to-be-done story
Levitt writes groundbreaking article Marketing Myopia.
QFD helping to translate Voice of Customer (VOC) into engineering
In FMCG: Marketing switches from features to customer benefit.
Advertising: The Consumer Insight is defined.
Consumer research starts
Voice of Customer (VOC) as part of QFD
Drucker writes Innovation and Entrepreneurship.
«Process needs to start out with the job to be done.»
Today’s CFI partners meet at P&G to apply early forms of Jobs-to-be-done and Consumer Insight thinking.
Clayton Christensen publishes The Innovator’s Dilemma
Clayton Christensen publishes The Innovator’s Solution.
Beat Walther joins Roger Chevalier to work with Strategyn’s ODI on a global scale
Ulwick publishes What Customers Want
The CFI methodology starts taking shape, the CFI Institute for Customer-Focused Innovation is founded.
Our logo from the old days:
Alexander Osterwalder writes Business Model Generation.
The Lean Start up is published.
Fernand Gouth, a CFI customer, shares his experience with CFI in Profitable Innovation?
Alex Osterwalder incorporates Jobs-to-be-done in his Value Proposition Design bestseller.
The two methodologies meet and share their best practices since.
Tony Ulwick publishes Jobs to be done, Theory to Practice.
Christensen publishes Competing against luck.
The CFI Institute celebrates its 10th anniversary.
A new look, a new website: We are innovating ourselves.
Our new logo as of 2017: