HBR IdeaCast Revisiting “Jobs To Be Done” with Clayton Christensen
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Jan 27, 2020 In a heartfelt tribute to the late Clayton Christensen, a renowned Harvard Business School professor celebrated for disruptive innovation, key insights from his work on the 'jobs to be done' framework are revisited. He discusses how analyzing customer behavior—like the unexpected popularity of milkshakes—reveals deeper needs driving purchases. The conversation also touches on the challenges companies face with commercial leases and mergers, emphasizing the importance of aligning products with customer experiences to foster innovation and sales.
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Milkshake Job
- McDonald's wanted to increase milkshake sales but traditional market research failed.
- Observing customer behavior revealed milkshakes were often bought alone, early in the morning, for long commutes.
Jobs to Be Done
- Customers 'hire' products to fulfill specific 'jobs'.
- Competition isn't just direct rivals, but anything solving the same 'job'.
Improving for the Job
- Improve products based on the 'job' they do, not irrelevant features.
- For the milkshake 'job', convenience and duration were key, not flavor.
