The job, not the customer, is the fundamental unit of analysis for a marketer who hopes to develop products that customers will buy.
CLAYTON CHRISTENSEN, HARVARD BUSINESS SCHOOL
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The Jobs-to-be-Done (JTBD) framework revolutionizes product development by focusing on the job customers hire products to accomplish, rather than customer demographics or product features.
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Getting Started
The old product roll-out process is totally wrong for startups. That process is appropriate when customers are known and the market is well-defined. This is often not the case for startups. Customer development, then, is very important for startups, and there are a number of phases in the fra...
What Is Jobs To Be Done Theory
JOBS-TO-BE-DONE is a perspective — a lens through which you can observe markets, customers, needs, competitors, and customer segments differently, and by doing so, make innovation far more predictable and profitable.
- Markets aren’t defined around products, but groups of people trying t...
The Story Strategy Blueprint
It ensures that the needs and wants of your customer remain front and center as you develop products and services and make plans to bring those ideas to life.
- Step 1: Story: Think about who the customer is beyond the basic demographic information. Des...
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