What is a Job to be Done?
Jobs-to-be-done is a theory that looks at consumer behaviour through the lens of the progress consumers are trying to make in their lives. It’s based on the idea that people don’t just buy products, they “hire” them to do a specific job.
The theory was first proposed by Harvard Business School professor Clayton Christensen in his 1997 book The Innovator’s Dilemma. Since then, it has been popularized by other thinkers in the business world, including Tony Ulwick, whose book What Customers Want popularized the idea of “outcome-driven innovation.”
The basic idea is that when people are looking to purchase a product, they are actually looking to “hire” that product to do a specific job in their lives. To understand what that job is, you have to look at the circumstances and motivations surrounding the purchase.
For example, let’s say you’re looking at a can of Coca-Cola. On the surface, it might just look like someone wants to quench their thirst. But if you think about it in terms of jobs-to-be-done, you might realize that what that person is actually trying to do is satisfy their thirst and also take a break from their work. In other words, they are hiring Coca-Cola to do two things: quench their thirst and give them a break from their work.
This framework can be applied to any product or service, from software to hardware to everyday items like toothbrushes and laundry detergent. And understanding the jobs-to-be-done can be helpful for businesses in a number of ways.
First, it can help businesses better understand their customers and what motivates them. Second, it can help businesses come up with new ideas for products and services that address unfulfilled needs in the market. Finally, it can help businesses position their products and services in a way that resonates with customers
How is your product’s Job to be Done tied to your customers personal identity?
Most people believe that customer’s purchase a product or service to do a specific job. But, what may not be as obvious is that this “job” is often tied to the customer’s personal identity. In order to better understand how to market your product or service, it’s important to understand the connection between the two.
For example, let’s say you sell skincare products. A customer might purchase your product because they want to look younger and more attractive. However, the reason they want to look younger and more attractive is because they want to feel more confident. And the reason they want to feel more confident is because they want others to see them as successful. So, while the job your product does is help the customer achieve youthfulness, the underlying reason is much more personal and identity-driven.
When you can tap into your customer’s personal identity, you can create a much stronger emotional connection with them. This can lead to longer-term customers who are passionate about your brand and what it represents.
Why is it important to understand your customer’s personal identity?
It is important to understand your customer’s personal identity because it can help you tailor your products and marketing to meet their needs and expectations. By understanding who your customer is and what they are looking for, you can more easily create a product that they will love and use. Additionally, understanding your customer’s identity can help you create more targeted marketing campaigns that will speak directly to them. Ultimately, by understanding your customer’s identity, you can create a stronger connection with them and build a more loyal customer base.
How can you use this information to improve your product?
There are a few key ways that you can use this information to improve your product:
- Understand your customer base: Use this information to better understand who your customer is and what they are looking for in a product.
- Improve your product: Use this information to make improvements to your product so that it better meets the needs of your customers.
- Use this information to better market your product: Use this information to create marketing materials and strategies that better target your customers and their personal identities.