Clayton Christensen on innovation: Finding the jobs to be done. Strategy and Innovation; Print this The former can indicate how a product should be designed to be useful to customers while the latter points to how to give them an entirely new option for accomplishing their goal. As its name suggests, the concept is based on the notion that people buy products and services to “get a job done.” By understanding what that “job” is, businesses … DONATE CAREERS CONTACT. By adopting the jobs to be done framework, you can more effectively create products and services that truly meet customer needs. Denise initially cultivated her brand-building approaches through several high-level positions in advertising and client-side marketing. May 09, 2017 10:05a.m. His work focuses on identifying strategies to scale student-centered learning in K–12 education through Disruptive Innovation. Did it contain the right amount of syrup? The theory of Jobs to Be Done is a framework for better understanding customer behavior. Sentiments vs. semiotics. Billions of dollars are spent every year providing needs for poor people. According to Christensen, the school realized that the job an online student, who was probably serving in the military, raising a family, or working full-time, was trying to get done was very different from the job a newly minted high-school grad heading off to a four-year college was trying to do. Conventional thinking on developing and marketing innovations, Christensen observed, focuses on knowing more and more about customers, which may or may not lead to productive insights about the products they actually would be interested in. First popularized by Clayton Christensen, the Jobs to be Done theory argues that people purchase products and services to solve a specific problem. He also studies demand for innovative resources and practices across the K–12 education system using the Jobs to Be Done Theory. After conducting in-depth interviews, the team discovered that customers were buying milkshakes for breakfast during their morning commute. Not if you understand why customers make the choices they do. If they don’t, people might hire the product to do a job it wasn’t intended to do which leads to customer disappointment and company misdirection. If it does the job well, when we are confronted with the same job, we hire that same product again. September 2016 ... Jobs-to-be-done theory can transform your understanding of customer choice in a way that no amount of data ever could, because it gets at the causal driver behind a purchase. The “jobs to be done” theory of innovation presents an approach to how companies introduce successful new products and services that remains as counter-intuitive—and relevant—today as it was when Christensen first shared the idea back in 2005. In Clayton Christensen’s book, Competing Against Luck, the authors delve into the importance of gaining a deep understanding of what your customers desire.The book lays out a Theory of Jobs to be Done in a very compelling way. But also like personas, use cases are derived from a customer’s current state. Clayton Christensen on innovation: Finding the jobs to be done. Modularity Theory is a framework for explaining how different parts of a product's architecture relate to one another and consequently affect metrics of production and adoption. Thomas Arnett is a senior research fellow in education for the Christensen Institute. With access to data and tools readily available today, companies are consumed with the quest for more and more data. Christensen ’s approach has become known as the Jobs-to-Be-Done (JTBD) theory. Because if you ask for money for it - because if it doesn't do the job well, they won't pay for it. Christensen believed companies should signal to customers when they should and should not buy the product. As Christensen wrote, “New growth markets are created when innovating companies design a product and position its brand on a job for which no optimal product yet exists.”. May 09, 2017 10:05a.m. He cautioned not to ignore the evidence that products that do specific jobs well—and are marketed with that precise target—command premium pricing and compete in markets much larger than those defined by product categories. As a general rule, if you have a product that doesn't get the job done that a customer is needing to get done, then often you have to offer it for zero. Denise went on to head Sony Electronic Inc.’s first ever brand office, where she was the vice president/general manager of brand and strategy and garnered major corporate awards. They’re not buying ice cream, for example, but celebration, bonding, and indulgence. They want a quarter-inch hole!”—and provides a more reliable path to new product success by seeking to understand what the customer is trying to do. Revisiting “Jobs To Be Done” with Clayton Christensen One of the business world’s leading thinkers, Clayton Christensen, died January 23, 2020. Know Your Customers’ “Jobs to Be Done” Clayton Christensen, David Duncan, Taddy Hall, and Karen Dillon “After decades of watching great companies fail, we’ve come to the conclusion that the focus on correlation—and on knowing more and more about customers—is taking firms in the wrong direction. "Looking at the market from the function of a product really originates from your competitors or your own employees deciding what you need," he says. The Marketing Executives Networking Group (MENG) named her blog as one of the "Top 20 Marketing Blogs that Executives Actually Read." News media including FOX Business TV, CNBC, The Wall Street Journal, and The New York Times call on Denise when they want an expert point-of-view on hot business issues. Strategy and Innovation; Print this Clayton Christensen, who passed away in the early days of 2020, was an inspiring … Read the following article, to get more insight into the connection between the Jobs-to-Be-Done concept and the Strategy. ... We appreciate your interest and support in the Christensen Institute. A Job-to-be-Done is solution agnostic. Clayton Magleby Christensen (April 6, 1952 – January 23, 2020) was an American academic and business consultant who developed the theory of "disruptive innovation", which has been called the most influential business idea of the early 21st century. COPYRIGHT ©2020, CLAYTON CHRISTENSEN INSTITUTE – ALL RIGHTS RESERVED. This is well described in Clayton Christensen’s milkshake story. By Clayton M. Christensen, David S. Duncan, Karen Dillon and Taddy Hall. Clayton Christensen's Jobs to Be Done framework re-frames product development and marketing discussions around paying attention to customer needs instead of pushing whiz-bang features and campaigns. According to the famed business professor, innovation is about finding the “jobs to be done” in our lives. Companies use sentiment analysis to understand what customers are saying about them, how they feel about them, what aspects of their offering customers care about, etc. Denise is the author. Christensen mentions examples of Ulwick and Richard Pedi of Gage Foods with the way of thinking about market structure used in the chapter "What Products Will Customers Want to Buy?" Want people to better manage their own health? Thick enough? Put Jobs-to-be-Done Theory (JTBD) into practice with Outcome-Driven Innovation (ODI). Denise is the author of the bestselling book What Great Brands Do: The Seven Brand-Building Principles that Separate the Best from the Rest (Jossey-Bass) and the new book FUSION: How Integrating Brand and Culture Powers the World's Greatest Companies. Denise enjoys challenging readers to think differently about brand-building in her regular contributions to Harvard Business Review and Forbes, and has been a sought-after writer for publications including Fast Company, Entrepreneur, Knowledge@Wharton, ChangeThis, Seeking Alpha, QSR Magazine, among others. Unlimited appeal. Consulting clients have included Target, Oakley, Dunkin' Donuts, and other leading companies. Jobs to Be Done. I've been a Product Manager for over 12 years now and the Jobs to Be Done framework is hands-down the best business process tool I've come across. According to the famed business professor, innovation is about finding the “jobs to be done” in our lives. As students begin to see that school is a solution that they can "hire" in their lives to help them have friends and feel successful, a predictable result emerges—they engage. The jobs-to-be-done framework emerged as a helpful way to look at customer motivations in business settings. Ten years ago, I found the solution to my problem in Jobs-to-be-Done innovation theory (aka Jobs Theory), the subject of the book Competing Against Luck by Clayton Christensen, Jobs-to-be-Done guru and Harvard Business School professor. Like personas, use cases can be very helpful in the design process because they can identify and clarify a user’s requirements. “With an understanding of the ‘job’ for which customers find themselves ‘hiring’ a product or service, companies can more accurately develop and market products well-tailored to what customers are already trying to do.”. They all have their place, but they don't help you come out with a product that customers crave and is a commercial success. A recent article by Christensen described how selfies are signs, providing clues that bridge the gap between what customers say and what they actually do. Having a meaningful purpose beyond making a profit has become a popular notion among business leaders. There's a better way. Among others, this applies to students, teachers, parents, patients, and physicians, as well as underserved and underprivileged populations for whom solutions are often misaligned with their true priorities. Instead of caring about thickness or flavor, customers were actually drawn to the fact that it was relatively tidy and could stave off hunger until lunch. “Customers…often buy things because they find themselves with a problem they would like to solve,” the Christensen Institute explains. Now that differentiation is increasingly difficult to establish, much less maintain, adhering to his advice is even more important. Christensen argued, however, that “the job, not the customer, is the fundamental unit of analysis for a marketer who hopes to develop products that customers will buy.” Truly useful products are designed through the lens of a customer’s circumstances Companies don’t need more data; they need different insights. Jobs to Be Done The theory of Jobs to Be Done is a framework for better understanding customer behavior. The minimum viable product (MVP) approach to innovation emphasizes learning from customers during the product development process. But fielding an MVP should not involve letting customers determine the purpose of it. Denise Lee Yohn is the go-to expert on brand leadership for national media outlets, an in-demand speaker and consultant, and an influential writer. All Rights Reserved. Companies don’t need more data; they need, EY & Citi On The Importance Of Resilience And Innovation, Impact 50: Investors Seeking Profit — And Pushing For Change, Michigan Economic Development Corporation With Forbes Insights. The Jobs to Be Done Framework. Philip Kotler calls Tony Ulwick “the Deming of innovation.” Clayton Christensen credits him with “bringing predictability to innovation.”. What are the high-level jobs-to-be-done? CLAYTON CHRISTENSEN: McDonald’s, a number of years ago, as this idea of the jobs to be done was emerging, they decided that they needed to increase the sales of their milkshakes. Clayton Christensen described this concept back in 2006, in this paper he wrote together with Intuit founder Scott Cook. Christensen and his coauthor build on the jobs-to-be-done theory and introduce the “extendable core” — the part of a disrupter’s business model that enables it … The jobs-to-be-done framework emerged as a helpful way to look at customer motivations in business settings. Nike sits atop the list of best-selling athletic apparel and … Jobs-to-be-done, a concept popularized by Clayton Christensen. This is well described in Clayton Christensen’s milkshake story. When the “jobs to be done” framework was applied to a fast-food chain with unsatisfactory milkshake sales, researchers discovered a hidden job behind morning commuters’ “hiring” a milkshake. With her expertise and inspiring approach, Denise has become an in-demand keynote speaker. But he observed, “Focus is scary,” and companies tend to market their products without ties to a job, in “the myopic hope” that they will appeal to as many people as possible. "Looking at the market from the function of a product really originates from your competitors or your own employees deciding what you need," he says. MVP without a POV. Christensen astutely observed, “Customers make the choices they make to bring a product or service into their lives not because they’re dying to purchase something.” Given the nearly universal access and proliferation of choices available to customers today, the JTBD theory of innovation makes sense now more than ever. Denise Lee Yohn is the go-to expert on brand leadership for national media outlets, an in-demand speaker and consultant, and an influential writer. Popularity of purpose. Christensen, who is planning to publish a book on the subject of jobs-to-be-done marketing, explains that there's an important difference between determining a product's function and its job. Companies regularly use target customer personas. Prevalent personas. Christensen suggested that when a company communicates the job a product is designed to do, it is also communicating what jobs the product should not be hired to do. They double down on market research, amass enormous amounts of customer data, and spend on advanced analytics in an effort to understand who customers are. Was it chocolatey enough? JTBD instead builds on Theodore Levitt’s insight, “People don’t want to buy a quarter-inch drill. By getting prototypes into the hands of users early on, companies can get valuable feedback that will help them develop products that customers want and will buy. Use of use cases. While conventional marketing focuses on market demographics or product attributes, Jobs Theory goes beyond superficial categories to expose the functional, social, and emotional dimensions that explain why customers make the choices they do. The recent passing of Harvard Business School professor and innovation expert Clay Christensen provides good reason to revisit one of the key business concepts he introduced. Understanding the “job” for which customers hire a product or service helps innovators more accurately develop products that align with what customers are already trying to accomplish. Modularity Theory. In a new book, Competing Against Luck, Christensen tackles the opposite challenge: how companies succeed. He also studies demand for innovative resources and practices across the K–12 education system using the Jobs to Be Done Theory. They have jobs they want done. Areas of Focus. BY CLAYTON M. CHRISTENSEN, TADDY HALL, KAREN DILLON, AND DAVID S. DUNCAN SPOTLIGHT 54 Harvard Business Review September 2016 SPOTLIGHT ON CONSUMER INSIGHT These six steps help to translate Christensen’s theory of jobs-to-be-done – an immensely powerful concept – into specific ideas for action. Learn more at http://deniseleeyohn.com . 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