Theory

Jobs to Be Done

The theory that helps innovators understand how and why people make decisions. Everyone has Jobs to Be Done in their lives—the progress they’re trying to make as they strive toward a goal or aspiration within particular circumstances.

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Jobs to Be Done

Resource Library

The false hope of skills-based hiring

Michael B. Horn
August 28, 2025
“You trust the ER doctor…right?”

Ann Somers Hogg
July 8, 2025
Infographic: 5 reasons parents quit sugar

Ann Somers Hogg
May 20, 2025
Less sugar, more life: Jobs to Be Done Theory reveals why some parents reduce their kids’ sugar-sweetened beverage consumption

Ann Somers Hogg
May 13, 2025
Offering clarity in the chaos

Ann Somers Hogg
April 10, 2025
Hacking the job interview: Know what you ‘suck’ at

Michael B. Horn
April 3, 2025
Behavior change is impossible if you don’t understand the Job to Be Done

Ann Somers Hogg
February 20, 2025
The health benefits of hiring gratitude in “little” ways

Ann Somers Hogg
November 21, 2024
Job Moves: 9 Steps for Making Progress in Your Career

Ethan Bernstein, Michael B. Horn, Bob Moesta
October 21, 2024
Rest: Why are we so reluctant to hire it?

Ann Somers Hogg
October 17, 2024
How the history of electrification in the United States can help The World Bank’s ambitious plan to electrify Africa

Efosa Ojomo
August 22, 2024
How Jobs to Be Done can help you manage the seemingly unmanageable

Ann Somers Hogg
August 6, 2024

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