Why are families choosing microschools? Christensen Institute Fellow Thomas Arnett discusses Jobs To Be Done Theory

Thomas Arnett, Senior research fellow at Christensen Institute, discusses Jobs To Be Done Theory in parent decision-making for microschools. Topics include understanding demand based on life circumstances, motivations driving parents to choose micro schools, alleviating family anxiety, leveraging social proof, impact of COVID-19 on schooling norms, and technology's role in enabling new schooling models.