By: famous milkshake video in which the late Harvard Business School professor Clayton Christensen describes the theory. But not a single company I worked with had a detailed understanding of the theory and a framework for turning the theory into product ideas, service offerings, or business model innovations.
If you fast forward to today, Jobs to be Done is far more widespread. Hiring managers seek applicants who have experience conducting Jobs research. Companies as diverse as Clorox, 扑克之星亚洲版home Depot, and Facebook are giving talks on the theory at conferences. The question I get from companies is no longer “What is Jobs to be Done?” but rather “How can we improve the way we’re using Jobs to be Done?” Those who are farthest along in the journey are wondering how they can take the concept to new levels, such as using Jobs to be Done to size markets and compare vastly different ideas. Others, however, have encountered hurdles as their organizations begin using Jobs to be Done for the first time. For those in the latter group, I’ve gathered five of the most common challenges that companies have when they adopt Jobs to be Done, as well as some solutions for avoiding those struggles.
Issue 1: “We say we’re applying Jobs to be Done, but really we’re just paying it lip service.”
Jobs to be Done: A Roadmap for Customer-Centered Innovation.
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