![]() Whereas demographic information can be correlated with buying behavior, identifying a customer’s job to be done offers a direct window into the reasons they decide whether to buy a product. This is different from conventional marketing techniques, which frame the buying decision around customer attributes, such as age, gender, income, marital status, and other demographic information. When a company embraces the jobs to be done framework, it’s focused on understanding what causes a customer to buy a product. In the online course Disruptive Strategy, a job to be done is defined as a “circumstances-based description of understanding your customers’ desires, competitive set, anxieties, habits, and timeline of purchase.” In this sense, a job to be done is defined as the goal a customer-whether an individual, entity, or business-is trying to achieve. It’s a means of understanding underlying customer motivations that influence the buying process.Īccording to the jobs to be done framework, a customer doesn’t really buy a product they hire it to get a job done. The jobs to be done (JTBD) framework is a theory pioneered by Harvard Business School Professor Clayton Christensen, who also developed the theory of disruptive innovation. Here’s a primer on the jobs to be done framework-what it is, different types of customer jobs, and how to apply it-along with how the coronavirus has brought the theory front of mind for many businesses. Likewise, both new and existing businesses can use the framework during times of disruption, such as the coronavirus pandemic. Established companies, on the other hand, can utilize the framework to better understand their market position and identify new threats and opportunities. ![]() As such, it can be leveraged in a range of situations.įor example, new and emerging ventures can leverage the jobs to be done framework to learn what potential customers value when making a purchase, and use that information to differentiate from industry incumbents. The jobs to be done framework is a powerful tool businesses can use to better understand how and why customers make buying decisions.
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