Do you know why your customers buy your product?
Jobs to be Done (or “JTBD”) is a framework to help understand why people buy the products they do. JTBD will change the way you think about and sell your products or services.
Clayton Christensen, a Harvard Business School Professor and author of the Innovator’s Dilemma, created the JTBD framework to develop a better understanding of customer behavior.
This video is a great short introduction to JTBD:
Why People Buy Products
Christensen’s firm famously applied JTBD to discover that customers at a fast-food chain were buying milkshakes in the morning to last them through a long commute. This insight allowed the chain to develop and start selling more morning-friendly shakes with protein and fruit.
How We Use Jobs to be Done at LaunchPad Lab
We use JTBD with our clients to help them think differently about their business and build better products for their customers. After doing hundreds of JTBD interviews, we’ve found what works and what doesn’t.
We recorded a 30-minute webinar on how you can start using Jobs to be Done in your organization. Watch it now.