Jobs to Be Done: Sell the Hole, Not the Drill
The Jobs to Be Done framework says customers 'hire' products to get a job done. Instead of selling a drill, sell the quarter-inch hole. This reframes innovation around stable customer needs, not temporary product features.
The Jobs to Be Done (JTBD) framework argues that customers don't buy products; they 'hire' them to get a job done. People want a quarter-inch hole, not a quarter-inch drill. This makes innovation predictable by focusing on stable goals (listening to music) over transient solutions (CDs, MP3s). By defining needs around the job, you create a durable strategy. The footgun is defining the job as the product's function, which limits you to incremental improvements instead of breakthrough innovations.
Read the original → strategyn.com
- #product management
- #ux research
- #strategy
- #innovation
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