Jobs to Be Done

A Roadmap for Customer-Centered Innovation

AMACOM, 2016

15 Minuten Lesezeit

10 Take-aways

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Was ist drin?

The most-successful products focus on the jobs people need done.

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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.

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.

Understanding which jobs consumers must accomplish is more important to business than the products or services consumers purchase. The Jobs to be Done approach combines detailed marketing data with understanding how and why consumers act – that is, which tasks they are trying to do. The objective is to develop commercial insights about your customers and prospects that help you create profitable, popular and implementable new offerings. Uncover your prospects’ motivations for buying your products or services. Marketers, product planners, product designers and related professionals should focus on the jobs consumers must do in their lives.

The Peter Drucker Perspective

Management...

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.

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J. M. 10 months ago

Interesting
M. N. 1 year ago

life is a series of getting jobs done.
L. R. 8 years ago

"Jobs Atlas" Is a good thing to keep in mind.

Stephen Wunker, Jessica Wattman and David Farber