History has shown that market creation is vital for building strong organizations and economies, but it’s often deemed too risky. This groundbreaking research reveals the innovative strategies successful organizations use to overcome common challenges.
The theory of Jobs to Be Done is a framework for better understanding customer behavior. 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. People don’t simply buy products or services; they pull them into their lives to make progress. We call this progress the “job” they are trying to get done, and understanding this opens a world of innovation possibilities.