Jobs are functional, with emotional and social components.People buy products and services to get a “job” done.The fact that they have undergone heavy scrutiny and validation in both academic and practitioner settings is testament to their power.Ĭonsequently, when companies put Jobs Theory into practice, they can confidently count on these fundamentals as truths: Our collective efforts have produced five fundamentals of Jobs-to-be-Done Theory - 5 tenets that we have hypothesized, tested and validated separately over time. The theory goes on to say that by understanding in detail what that “job” is, companies are far more likely to create and market solutions that will win in the marketplace. The theory is based on the notion that people buy products and services to get a “job” done. Jobs-to-be-Done Theory is best defined as a group of principles that explain how to make marketing more effective and innovation more predictable by focusing on the customer’s job-to-be-done. Since that time, we have independently worked to advance the theory - Clay through the lens of a well-respected Harvard Business School professor, and I through the lens of an overworked practitioner with 26 years experience in the field. With decades of scrutiny and validation in both academic and practitioner settings, the fundamentals of Jobs Theory have withstood the test of time.Īfter being introduced to Outcome-Driven Innovation® (ODI) in 1999, Clayton Christensen went on to popularize the underlying ODI theory in his best seller, The Innovator’s Solution, labeling it “jobs-to-be-done theory”.
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