People buy products and services to get a “job” done.
Jobs are functional, with emotional and social components.
MORE IDEAS FROM The Core Tenets of Jobs-to-be-Done Theory
JOBS-TO-BE-DONE is a perspective — a lens through which you can observe markets, customers, needs, competitors, and customer segments differently, and by doing so, make innovation far more predictable and profitable.
"Help me brush my teeth in the morning” is not a great example of a Job to Be Done statement.
It infers an existing solution (a toothbrush) and there’s only so far you’ll be able to expand your thinking within that bubble.
It's a valid approach to designing innovations that impact customer satisfaction in the near-term. But it will not lead to disruptive new products and services.
For more innovative product design and more 'aha' moments we could use:
“Keep my teeth healthy.”
This is people focused - the same problem people faced hundreds of years ago, face today, and hundreds of years from now.
"Defining an organization from the perspective of the customer jobs it exists to solve often leads to valuable new insights about the competitive environment, risks, and opportunities, while expanding the possibilities for growth and innovation."
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 experiences to perform those jobs.
For example, Twitter is using this strategy by focusing on its three core jobs: news, discussion, and helping people get paid.
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