![]() The job of the hole may be to hang a picture or install a shelf thus making the goal to enjoy a photograph or to gain more storage.Ī famous and practical example you’ll hear about in many JTBD talks and books is the “Milkshakes for Breakfast” case study. The classic, and possibly overused, example is about drills: a customer buying a drill doesn’t want a drill they want a hole in their wall. The idea that customers are “hiring” your product may seem odd at first, but a moment’s analysis will quickly reveal this to be true for a many everyday objects. ![]() People don’t simply buy products or services, they ‘hire’ them to make progress in specific circumstances. The simplest and most concise definition we’ve come across is, unsurprisingly, from the Christensen Institute itself: This allows you - the entrepreneur or innovator - to truly understand the “job” that the customer is attempting to get “done” in a particular situation. What is instead needed is understanding customer behaviour in the context of emotional, organisational, and societal drivers within which it takes place. This kind of insight is too superficial for meaningful or disruptive innovation. The premise behind JTBD is that focusing on market “features” like demographics, spending habits, and other traditional marketing approaches is not enough to generate regular innovation or growth. “Jobs To Be Done” (or JTBD) is a framework, or mental model, designed by Bob Moesta and Clayton Christensen to help better understand customer behaviour.
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