How an organisation defines its business will impact everything it does - what customers it serves, how it serves them, who are its competitors, what it considers as external forces, what strategies it uses, and how it innovates.

However, companies often define themselves b...

Once the jobs to focus on has been prioritised, the results are communicated throughout the company. It can provide a mechanism for allocating resources.

For example, when Twitter identified the strategic jobs, all product groups and teams reviewed their current product roadmaps and ass...

The "jobs to be done" approach defines a business from the perspective of what brings value to a customer. A job can be a problem to solve ("repair my car") or a goal ("get into college"). When there is a job to be done, people are motivated to find products, services, or experie...