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Know Your Customers’ “Jobs to Be Done”

Clayton M. Christensen, Taddy Hall, Karen Dillon, David S. Duncan
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While many consider innovation to be a necessary implement to drive growth, it often falls short in execution.


After all, we have more customer data now than ever before, and many firms have established teams and structures solely devoted to innovation.

Companies are failing to establish causal pathways within their customer data.

  • Instead of customer statistics and demographics, focus on what a customer wants to accomplish with a product - their “job to be done.”
  • Customers hire a product to perform a job, and will fire that product if it does not accomplish its set task.

How to establish the Job to be Done:

  • Consider the experience and circumstance rather than customer demographics
  • Good innovations solve problem that does not currently have a good solution
  • Consider additional social and emotional dimensions behind consumer decisions.

Designing offerings around Jobs:

  • Develop your product around an enjoyable customer experience.
  • Focus your process and teams around the identified job Currently, the focus on data and modeling to drive innovation, actually stymies growth. Instead, a focus on the jobs that consumers want to get done yields actionable and reliable pathways for innovation.
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