![]() ![]() Or nothing at all-preferring to wait for another opportunity to eat. If a person’s job is to quickly satisfy their hunger on the go, they might consider pizza. ![]() Social Dimension: Look like someone you’d see on the cover of Runner’s World.Personal Dimension: Willing to pay more for style, comfort, and durability.Emotional Aspect: Avoid family history of heart disease.Functional Aspect: Provide extra arch-support.Related Job: Run 2 miles, four days per week.How does all this translate to real-world people and products? Let’s apply the classifications to someone searching for a new pair of running shoes. Social Dimensions: How customers believe they are perceived by others while using products.Personal Dimensions: How customers perceive the value of products.Emotional Aspects: Customer requirements that are related to feelingsįinally, emotional job aspects are further broken down into:.Functional Aspects: Customer requirements that are practical and objective.Within each of these job types, there are: Related Jobs: Tasks that customers want to accomplish in conjunction with main jobs.Main Jobs: The primary tasks that customers want to accomplish.In the JtBD framework, jobs are multifaceted. Procter & Gamble’s Swiffer, with its easily disposable cleaning pad, was created to help people avoid touching dirty mops, not to satisfy the findings of a focus group.Google was developed to empower people to find information fast, not to appeal to a narrowly defined demographic.eBay was launched to give people a place to sell personal items, not to leverage a particular auction psychographic.If we look to other successful products, the same logic applies: People hired milkshakes to break up the boredom of their morning commutes, not because they were cheap or chocolatey. Flavor variations and lower prices didn’t help.Īfter observing and interviewing customers who bought milkshakes, Christensen and his team made an interesting discovery. Despite the chain’s extensive market research and advertising efforts, shake sales slumped. Once, Christensen’s team was commissioned by a fast food chain to research people’s milkshake buying habits. Look for jobs with piecemeal solutions or no solutions at all, as these are ripe for innovation.Ĭlayton Christensen, creator of JtBD, claimed that all products, even the seemingly insignificant, are hired to fulfill jobs. They want a quarter-inch hole!” The first step of the Jobs to Be Done (JtBD) framework is to identify the jobs that customers actually want to do, even those they aren’t able to articulate. Theodore Levitt, the father of modern marketing, is famous for saying, “People don’t want to buy a quarter-inch drill. Identify Jobs Customers Want to Accomplish ![]() Customers don’t buy products and services. It confronts organizations and designers with the outcomes that customers are truly after. Herein lies the power of the Jobs to Be Done framework. All customers have jobs and want to hire the best products to help, but few customers take the time to clarify the underlying desires that make jobs meaningful.įor instance, most people would say that they buy a lawnmower to “cut the grass.” True, but if a lawnmower company examined the higher purpose of grass cutting, it might discover that the real job is to “keep the grass low and beautiful at all times.” Utility (cut the grass) is subordinate to the ideal outcome (low and beautiful). In the Jobs to Be Done framework, jobs are fundamental tasks that people hope to accomplish when they buy something. If products don’t make promises, customers are confused, and buying decisions are compromised. They envision how products will improve their lives, search for perfect solutions, and purchase. No one wakes up thinking “I want to buy a task management system,” or “I need to hire a user experience consultancy.” What people really want are the outcomes that products promise. What compels customers to buy? The Jobs to Be Done framework helps organizations identify the unmet desires that motivate all purchases. Companies succeed because they offer products that people find irresistible. There’s much to be said about the importance of strategy, but clever tactics, advanced technology, and talented personnel have their limits. ![]()
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