Summary of Jobs to Be Done

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9 Applicability

8 Innovation

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Recommendation

Marketing strategists Stephen Wunker, Jessica Wattman and David Farber explain that the most-in-demand products and services enable consumers to get essential jobs done. As Harvard professor Theodore Levitt said, “People don’t want to buy a quarter-inch drill. They want a quarter-inch hole.” The authors devoted 12 years to researching their “Jobs to be Done” strategy and its commercial applications. Its roots lie in revolutionary work by Harvard Business School professor Clayton Christensen. His original “Jobs to be Done” concept concerns the tasks people must get done to lead their lives. These authors extend that concept to apply to products and services. getAbstract recommends their insights to product planners, marketers and consumers.

In this summary, you will learn

  • How the “Jobs to be Done” strategy helps you create products and services consumers need,
  • How to use the “Jobs Roadmap” and “Job Drivers” in product planning, and
  • How a “Process Map” and a “Jobs Atlas” can inform your marketing.
 

About the Authors

Stephen Wunker is managing director of New Markets Advisors, where Dr. Jessica Wattman is director of social innovation and Dave Farber is a manager of growth strategy and innovation.

 

Summary

The “Jobs Roadmap”

Companies can use the Jobs Roadmap to develop new commercial ideas – and later, products or services – that consumers will love. Its roots lie in revolutionary work by Harvard Business School professor Clayton Christensen. His original “Jobs to be Done” concept concerns the tasks people must get done to lead their lives. The Jobs Roadmap and the Jobs to be Done approach enable you to learn why people buy certain items – and not others – to fulfill tasks they must do.

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