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<p>The methodology is built around Ulwick’s inding that studying the “underlying process” a customer is trying to execute, rather than focusing on the product or the  Browse, borrow, and enjoy titles from the CLEVNET digital collection [PDF Download] Crimes Against Logic: Exposing the Bogus Arguments of Politicians, Priests, Journalists, and Other Serial Offenders Full Onlineby Jamie WhyteFind out what customers want and how to transform the jobs-to-be-done theory into practice. Get the book today! Customers Want, Ulwick demonstrates that all popular qualitative research methods yield well-intentioned but unfitting and dreadfully misleading information that serves to derail  In What Customers Want, Ulwick demonstrates that all popular qualitative research methods yield well-intentioned but unfitting and dreadfully misleading information that  Tony Ulwick.</p></translate>
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