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The Theory of Jobs to Be Done, as explained in 'Competing Against Luck', is a concept that explores why customers choose certain products over others. According to this theory, people 'hire' products to fulfill a specific 'job' in their lives. A 'job' is defined as the progress a person wants to make in a particular circumstance. For instance, a milkshake might be 'hired' to stave off mid-morning hunger during a commute, providing energy and being easier to consume than traditional breakfast foods. Understanding your product's 'resume' can help you understand what job your customers want to fill and who your competitors are.
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The Theory of Jobs to Be Done, or Jobs Theory explores why customers choose certain products over others. People "hire" products to fill a particular "job" in their lives. For example, the job of a milkshake can be a reward for your child or to make a morning commute more enjoyable. In Jobs Theory, a "job" is defined as the progress of a person in a particular circumstance. In the author's milkshake case study, morning commuters chose the thick dessert because it staved off mid-morning hunger, provided energy, and was easier to consume on the drive than traditional breakfast foods like bagels. If you understand your product's "resume," it can help you understand what job your customers want to fill and what your competitors are. If you know a product's resume, you can change your approach and market your product as the best candidate. V8 doesn't just compete against sugary drinks and other juices but also raw vegetables. Circumstances help dictate the job for a product to fill and, by...
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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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