What is "Jobs to be Done," and how can it lead to more powerful innovation?
If we live in an age of unlimited data, why do more than 50% of new products fail to meet expectations?
The truth is that we need to go beyond what customers say they want and understand why they have the wants that they do. Henry Ford put it this way: "If I had asked people what they wanted, they would have said faster horses."
The Jobs to be Done theory--pioneered by Harvard Business School professor Clayton Christensen and developed into an actionable framework by New Markets Advisors--argues that people purchase products and services to achieve specific goals. They're not buying ice cream, for example, but celebration, bonding, and indulgence. By focusing on jobs, you look deeper--at what really drives behavior.
Connect with your customers' true motivations, rather than what they happen to be doing today