![]() ![]() The co-founder of Intercom begins to explain JTBD with the following example: As a result, various other people and organisations have attempted to apply this concept to digital product design, most usefully (in my opinion), is Intercom. And if it does a crummy job, we “fire” it and look for an alternative.”Ĭlayton’s intro is good, however it is not tailored to digital products (the examples are all about milkshakes and moving house) and since it’s created by an academic, Clayton is a bit thin on how to apply it, being mainly focused on describing this new mental model. If it does the job well, the next time we’re confronted with the same job, we tend to hire that product again. When we buy a product, we essentially “hire” it to help us do a job. This is what we’ve come to call the job to be done. What they really need to home in on is the progress that the customer is trying to make in a given circumstance - what the customer hopes to accomplish. “Knowing more and more about customers - is taking firms in the wrong direction. ![]() In a follow up article in 2016 JTBD is summarised as follows: The concept of Jobs To Be Done (JTBD) was popularised by Harvard Business Professor, Clayton Christensen (same dude behind The Innovator’s Dilemma) et al in a 2007 MIT Sloan Management Review Article. ![]() Scrapping the persona and approaching product design in a different way What is Jobs To Be Done? ![]()
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