Mental frameworks are structures that help us interpret and understand reality.
The concept of Jobs to be Done introduced in Clayton M. Christensen’s Competing Against Luck: The Story of Innovation and Customer Choice Hardcover, represents a paradigm shift in how value offerings are designed. This approach focuses on understanding and addressing the specific Job or task that the customer needs to accomplish to achieve a goal and ultimately to progress, rather than simply focusing on the product or service’s features.
The Job: Beyond the Product or Service
The Job refers to what is behind the goal, which is how progress is defined for the customer or user in that context or situation. For example, in the case of a drill, the Job is not operating the drill per se but goes beyond that. In this case, the progress would be making the house look nicer, not just creating a hole in the wall. This change in perspective forces us to think more deeply about customers’ real needs and desires, leading to more effective and user-centered solutions.
Practical Applications of the Job: Real Cases of Market Innovation
One of the applications of this approach is found in the milkshake sector. A study revealed that customers’ Job when buying milkshakes was not simply to enjoy a drink but to find a form of entertainment during their subway commutes. This understanding led to highly focused and successful marketing and product development strategies. Similarly, for platforms like Netflix, the Job goes beyond watching content; it’s about providing relaxation and escape from daily stress.
Redefining Progress through the Job
The Job also highlights the importance of considering individuals’ personal and professional progress when designing products and services. For example, employees who choose to work part-time to pursue their passions show how the concept of progress can vary significantly among people. This approach emphasizes that real progress often transcends the superficial function of the product or service.
The Jobs to be Done model offers us a powerful tool to rethink how we approach product and service design. By focusing on the fundamental goals of users and understanding the ‘Jobs’ they need to do, we can create solutions that genuinely meet their needs and desires. This approach ensures that we are always aligned with the actual demands of the market, leading to more meaningful and successful innovations.
To conclude, I invite you to continue the conversation: How could you apply the Jobs to be Done approach in your work or business environment? How might you use this model to improve the creation and offering of value to your customers or users?