Jobs-to-be-Done

In his famous quote innovation pioneer Theodore Levitt puts Jobs-to-be-Done (JTBD) theory in a nutshell: “People don’t want a quarter inch drill, they want a quarter inch hole.” We go even further and claim: “People don’t want a quarter inch hole, they want to hang a picture on the wall.” This example outlines the fundamentals of JTBD theory: people hire products and services to get the job done. They will choose the products and services that help them get a job done better and/or more cheaply.

While focusing on the product or the customer will merely result in a better quarter inch drill, the strategy and innovation process is dramatically improved by finding better ways to help customers hang a picture on the wall to get the job done. By making the customer’s job, rather than the product or the customer, the unit of analysis, we’ve made it possible for companies to achieve predictable growth. The vehicle for this is our patented Outcome-Driven Innovation® process.

Information from our partner Strategyn: jobs-to-be-done.com

“People don’t want a quarter inch drill. They want a quarter-inch hole.” Theodore Levitt

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