![]() What are the high-level jobs-to-be-done?.They have generously shared the whole chapter on jobs-to-be-done.īased on his consulting experience with Clayton Christensen, Stephen Wunker proposes a six-step process for "a rigorous way of defining the jobs you can address": ![]() Personal and social dimension are sub-divisions of emotional aspects. They are further sub-divided into functional and emotional aspects. Here is a video summary of the studyĪuthors of The Innovator's Toolkit divide jobs-to-be-done into main and related. They found out that people weren't buying or hiring milkshakes specifically because of their taste, but rather to keep themselves entertained during their morning commute. In What Customers Want from Your Products Clayton Christensen, Scott Cook and Taddy Hall describe one fast-food restaurant's effort to improve sales of its milk shakes. With an understanding of the “job” for which customers find themselves “hiring” a product or service, companies can more accurately develop and market products well-tailored to what customers are already trying to do." The Milk Shake Case Study Customers rarely make buying decisions around what the “average” customer in their category may do-but they often buy things because they find themselves with a problem they would like to solve. The jobs-to-be-done framework is a tool for evaluating the circumstances that arise in customers’ lives. Conventional marketing techniques teach us to frame customers by attributes-using age ranges, race, marital status, and other categories that ultimately create products and entire categories too focused on what companies want to sell, rather than on what customers actually need. ![]() "The jobs-to-be-done framework emerged as a helpful way to look at customer motivations in business settings. Jobs-To-Be-Done FrameworkĬlayton Christensen Institute defines it as: This way of thinking was first popularized by Clayton Christensen in his book The Innovator’s Solution. It may help to think about what “job” you are “hiring” a product to do instead. Figuring out what problems you are solving can be hard.
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