Jobs to be done
Understanding customers by the progress they are trying to make in a specific situation, the “job” they hire a product for, not by their demographics.
What it’s for
It explains why someone buys a product and what it really competes with, something demographics don’t tell you.
Principles
The situation matters
The same product is hired for different jobs depending on the moment.
More than function
The job also has an emotional and a social side.
The real competition
Anything that could do the same job, even if it looks nothing alike.
How it’s done
Look at the situation. When, where and with whom the product is chosen.
Find the job. What progress is sought and what alternatives are used.
Design for that job. Improve what matters in that situation.
Applications in design
When to use it
To understand why people choose, switch or abandon a product, especially against very different alternatives.
Avoid
Confusing the job with a product feature.
Don’t fall for it
Ask about the last time the person chose a solution, and don’t stop at the functional side: also ask how they felt and how they wanted to be seen.
Connections
Authors and works
- 2003
Clayton M. Christensen and Michael E. Raynor
Proposed asking what job someone hires a product to do, when explaining which products customers end up buying.
- 2016
Clayton M. Christensen, Taddy Hall, Karen Dillon and David S. Duncan
Defined the job as what a person seeks to accomplish in a given circumstance.
- 2011
Carmen Nobel
Popularized the case of the milkshake bought in the morning to make a long car commute more bearable.
Sources
Original sources
- Christensen, C. M., & Raynor, M. E. (2003). The innovator's solution: Creating and sustaining successful growth. Harvard Business School Press.
- Christensen, C. M., Hall, T., Dillon, K., & Duncan, D. S. (2016). Know your customers' jobs to be done. Harvard Business Review, septiembre de 2016. View source: Christensen, C. M., Hall, T., Dillon, K., & Duncan, D. S. (2016)
Secondary sources
- Nobel, C. (2011). Clay Christensen's milkshake marketing. Harvard Business School Working Knowledge. View source: Nobel, C. (2011)
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