Jobs to be Done Framework

Clayton Christensen, author of the The Innovator’s Dilemma, also invented the “Jobs to be Done” framework.

From the Clayton Christensen Institute:

The jobs-to-be-done framework is a tool for evaluating the circumstances that arise in customers’ lives. Customers rarely make buying decisions around what the “average” customer in their category may do — but they often buy things because they find themselves with a problem they would like to solve. With an understanding of the “job” for which customers find themselves “hiring” a product or service, companies can more accurately develop and market products well-tailored to what customers are already trying to do.

Too often, entrepreneurs think in terms of features. If our product does X,Y, and Z, then people will buy it. Instead, think about the job that needs to be performed and how the solution will fit it. Think solutions to jobs, not features.

What else? What are some more thoughts on the jobs-to-be-done framework?


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