![]() ![]() They want a quarter-inch hole.” Why Use the Job To Be Done Framework? Put another way, as Harvard Business School Professor Theodore Levitt famously said: “People don’t want to buy a quarter-inch drill. But if a toothpaste company examines the higher purpose of cleaning one’s teeth and gums, then it might forgo efforts to make a better toothpaste in lieu of developing another product or service that gets the job done better. He simply has a job to be done and is seeking to ‘hire’ the best product or service to do it.”įor instance, many people would say they buy toothpaste to brush their teeth, and this is true. But the consumer has a different view of the marketplace. “Most companies segment their markets by customer demographics or product characteristics and differentiate their offerings by adding features and functions. The concept of the JTBD has emerged as a helpful way to look at customer needs by focusing on their fundamental motivation.Ĭhristensen and coauthors articulated the JTBD concept in a Sloan Management Review article, “Finding the Right Job for Your Product” (Spring 2007) as follows: The concept of the JTBD was developed by Clayton Christensen at Harvard Business School and has emerged as a helpful way to look at customer needs by focusing on their fundamental motivation. ![]() It is a starting point for innovation and a critical element when devising strategy. In other words, the JTBD is the reason why your customers hire your product or service. The Job To Be Done (JTBD) is a framework for viewing your products and solutions in terms of the jobs customers are trying to get done. ![]()
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