DisruptiveInnovation.Org - Key Concepts

Job to be done

The job to be done theory is a tool for evaluating the circumstances that arise in customers’ lives. Customers rarely make buying decisions around what the “average” customer may do, but they often buy things because they find themselves with a problem they would like to solve. Conventional marketing techniques teach us to frame customers by attributes—using age ranges, race, marital status, and other categories that ultimately create products and entire categories too focused on what companies want to sell, rather than on what customers actually need. With an understanding of the “job” for which customers find themselves “hiring” a product or service, companies can more accurately develop and market products tailored to what customers are already trying to do, and can predict what customers will and will not purchase.