The book "Competing Against Luck" by Christensen, Hall, Dillon, and Duncan introduces a concept called "Job to be Done". This concept refers to a need that a customer intends to fulfill using a product. The authors of this book believe that the success of a product in the market depends on how well it performs the "Job to be Done" for the customer. This book helps companies to provide better products and services by better understanding the needs of their customers.
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Is innovation inherently a question of luck? While good luck is never a bad thing, it turns out that innovation is more science than magic. Learn how...
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A "Job to be Done" is the task that a consumer needs to fulfill by using a product. When a consumer feels pain, due to a lack of functionality or emotion, then there is a job to be done. Products fulfill the jobs that consumers have. For example, V8 tomato juice is the solution to the consumer's job of wanting to eat daily vegetables.
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