Job process is operationalized in terms of job action and desired progress is operationalized in terms of success outcomes.
The rationale for the Jobs to be Done Framework is straightforward- individuals and organizations must execute a logical job process to make desired progress. Note: The Jobs to be Done Framework discussed in this post is a synthesis of the two schools of thought for practicing JTBD. Why Entrepreneurs and Companies Struggle with Innovation When job circumstance makes it difficult and/or expensive to obtain or achieve goals as expected, customers “struggle” to make desired progress. Jobs Theory is based on the premise that when “jobs” arise in the minds of individuals and organizations (customers), they seek out and “hire” solutions to help them get those jobs done.Ī customer job is defined as the “progress that an individual is trying to make in a particular circumstance,” where progress is “ the movement toward a goal or aspiration.” Jobs Theory posits that there are “functional, emotional, and social dimensions that define desired progress.” (Christensen)īroadly speaking, job circumstance are situational and/or conditional factors that 1) motivate customers to want to get jobs done (triggers) and 2) is also the context around which customers are trying to execute those jobs. Christensen set his intentions on building a theory that could explain the causality of customer choice. With this knowledge, innovation could become predictable rather than hit or miss. If this causal mechanism were known, companies could precisely define customer needs, accurately target customers with those needs and then design solutions that profitably satisfy those needs better than competing alternatives. Some years ago, Christensen’s research revealed that companies were missing something vital around which customer needs and segmentation criteria should be aligned, namely the causal mechanism of customer choice. Determine in advance of development which ideas will help customers get the job done best.The Theory of Jobs to be Done (aka: Jobs to Be Done Theory and Jobs Theory) was developed by Clayton Christensen, management consultant and long-time Harvard Business School professor.Identify where and why customers are struggling to get the job done.With a focus on the customer’s job-to-be-done, you are able to: They can define their needs around the job-to-be-done. They know what aspects of the job are time consuming, unpredictable and ineffective. While they often do not know what solutions will best satisfy their needs, customers do know what they are trying to accomplish as it relates to getting a job done. That’s why as innovators we must change the unit of analysis when talking to customers. We cannot expect them to tell us the solution. Henry Ford said it best, “If I had asked people what they wanted, they would have said a faster horse.” The point Ford is making is that innovators cannot simply ask customers what solutions they want, because customers rarely know - and why should they? They are not engineers, scientists and technologists.
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