Over the past few years, Jobs to be Done (“JTBD”) has emerged as one of the leading tools for innovators. As companies struggle to figure out which products will become breakthrough innovations and which will fall flat, companies large and small have time and again found that Jobs to be Done can provide the answer.
Netflix co-founder Reed Hastings has talked openly about using JTBD to disrupt the video rental industry. General Mills regularly employs the theory to develop new product lines so it can hit its growth targets. Johnson and Johnson has even started listing familiarity with JTBD as a qualification for those applying for front-end innovation jobs. But despite the acclaim the theory has garnered and the obvious successes that have been born from it, organizations that stop with merely uncovering customers’ jobs are still launching products that struggle in the market. Ford is the latest casualty.
In March, Ford launched Credit Link — a pilot program that would let three to six customers share the lease on a new car. Through the program, customers would all have access to the new car, using an app to divvy up driving times and payments however they wished. Three months into the pilot, not a single customer has signed up. Some quick analysis has shown good traffic to the program’s website, but the number of conversions remains at zero.
In a recent article for JTBD.info, Dave Farber details how needs gaps uncovered by the Jobs to be Done framework are only a part of the solution. While this view provides an important perspective on consumer needs, it is just a part of a broader JTBD landscape — including customers’ current approaches and other obstacles to adoption .
To read more about spotting trends, bolstering innovativeness, and focusing on customer-centricity, check out the full piece on JTBD.info or the latest insights on our New Markets blog.
This section will not be visible in live published website. Below are your current settings:
Current Number Of Columns are = 3
Expand Posts Area =
Gap/Space Between Posts = 10px
Blog Post Style = card
Use of custom card colors instead of default colors =
Blog Post Card Background Color = current color
Blog Post Card Shadow Color = current color
Blog Post Card Border Color = current color
Publish the website and visit your blog page to see the results