The Customer-Focused Innovation (CFI) process is one of the most advanced approaches to apply Jobs-to-be-done. CFI was developed and refined over the last 15 years and successfully applied over 120 times.

It turns Jobs-to-be-done from a logic into a systematic approach which identifies and measures unmet customer needs and address those needs with winning concepts.

The following section will give you an overview of the process, so that you are prepared to dive into the specifics later on.