https://myles-innovation.com/tags/innovation-mistakes/Recent content in Innovation Mistakes on MYLES — Strategy & Innovation ConsultingHugoenSat, 07 Mar 2026 00:00:00 +0100https://myles-innovation.com/blog/jtbd-common-mistakes/Sat, 07 Mar 2026 00:00:00 +0100https://myles-innovation.com/blog/jtbd-common-mistakes/<h2 id="we-tried-jtbd-it-didnt-work">&ldquo;We Tried JTBD. It Didn&rsquo;t Work.&rdquo;</h2> <p>I have heard this sentence, or a version of it, at least a dozen times in the last five years. Always from a senior product manager or VP who invested real time and budget into a JTBD initiative, generated a job map, ran some interviews, produced a slide deck — and found that six months later, the product roadmap looked essentially identical to what it would have been without any of it.</p>