Some jobs are little (pass the time); some are big (find a more fulfilling career). When we buy a product, we essentially “hire” it to help us do a job. If it does the job well, we’ll hire it again. If it does a crummy job, we “fire” it and look for something else to solve the problem.
Excerpted from the forthcoming book, 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. By identifying jobs that are poorly performed in customers’ lives and then designing products, experiences, and processes around those jobs, companies can improve innovation success.