The umbrella blocks the sun or it doesn’t. In some cases, the outcome your customers want to achieve is binary. That is, it’s the process of focusing on what the customer tries to achieve. They want a quarter-inch hole.”Īnother term for jobs-to-be-done is outcome-driven innovation. Image: Īs esteemed Harvard Business School marketing professor Theodore Levitt put it, “People don’t want to buy a quarter-inch drill. They’re hiring for the job of skateboarding. Similarly, if someone buys a skateboard, they may buy the deck, trucks, wheels, and hardware, but that’s not the job they’re hiring for. In this example, buying the product wasn’t sufficient to satisfy her needs. If she buys a dress that doesn’t meet her requirements, it won’t perform the job, which leaves her unfulfilled. She might want a comfortable fit.ĭownload this free guide to learn how to apply the jobs-to-be-done framework to your store.Click Here She might want to look slim, but not reveal too much skin. It’s based on the idea that people “hire” products for specific “jobs.”įor example, a woman might hire (buy) a dress to make her look good at a party. Jobs-to-be-done (JTBD) is a framework for understanding what motivates your customers to make buying decisions, coined by Harvard Business School Professor Clayton Christensen. Maybe they want comfort, convenience, or entertainment. They buy your products to achieve something. Why do your customers buy your products? Do they just like buying things? Do they love your brand so much they can’t help spending money? (Who knows who said it at this point, but it’s incredibly poignant.) There’s a timeless marketing truism that goes like this:
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |