Jobs to be done framework example2/12/2024 ![]() And understanding what job we have to do in our lives for which we would hire a product is really the key to cracking this problem of motivating customers to buy what we’re offering. We actually hire products to do things for us. Request a demo or try a limited version of FullStory for free. This milkshake story is so good and so well told by Christensen, it's worth the four minutes it takes to hear the late Professor tell the story ( YouTube alternatively, read the transcript of the milkshake story included below).įind out how FullStory can help you level up your digital experience strategy. Unfortunately, once the fast food company began making new, evidence-backed and "better" milkshakes based on the research findings, they discovered milkshake sales didn't improve, at all. They identified their target milkshake-slurping demographic and sent researchers to analyze this audience's milkshake preferences. The fast food company took a classic approach. It starts with a fast food company’s attempt to make a better milkshake. Professor Christensen told a wonderful story to illustrate the Jobs to Be Done concept. How do you satisfy your hunger on your commute? If you can solve the mystery of Jobs to Be Done, you can build the kind of products people love. If a can understand the job, design a product and associated experiences in purchase and use to do that job, and deliver it in a way that reinforces its intended use, then when customers find themselves needing to get that job done they will hire that product.Ĭhristensen’s theory is known as the “Jobs” or “Jobs to Be Done” theory (“JTBD”) because it’s built around a central question: what is the job a person is hiring a product to do? What is the job to be done? When people find themselves needing to get a job done, they essentially hire products to do that job for them. ![]() You need to know the why behind the what.Ĭhristensen first articulated this outcome-driven innovation in a 2005 paper for the Harvard Business Review titled The Cause and the Cure of Marketing Malpractice, writing:
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