Jobs to be Done

According to Clayton Christensen, customers employ your product or service to do a job.

It’s important to know the job that your customers want to be done. They can be functional, emotional or social jobs. 

For example:

• I need to get from A to B as quickly as possible
• I need to keep my money in a safe and secure place
• I want to have fun for 30minutes when I get home from work

Using the concept of “jobs” helps you focus on the outcome the customer is looking for and not get stuck on the exact method or solution. 

The more specific you can be with your customer’s job the better.

Think about the following:

• Why do they need it
• What motivates them
• What’s happening around them