Summary of Jobs to Be Done
A Roadmap for Customer-Centered Innovation
Copyright © 2016 AMACOM, a division of American Management Association
The most-successful products focus on the jobs people need done.
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.
Comment on this summary
1 week ago"Jobs Atlas" Is a good thing to keep in mind.
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