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

    • Blog
    skills-based hiring

    The false hope of skills-based hiring

    Michael B. Horn
    August 28, 2025

    • Blog

    “You trust the ER doctor…right?”

    Ann Somers Hogg
    July 8, 2025

    • Blog

    Infographic: 5 reasons parents quit sugar

    Ann Somers Hogg
    May 20, 2025

    • Publication
    reducing sugary beverage consumption

    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

    • Blog

    Offering clarity in the chaos

    Ann Somers Hogg
    April 10, 2025

    • Blog
    job interview

    Hacking the job interview: Know what you ‘suck’ at

    Michael B. Horn
    April 3, 2025

    • Blog

    Behavior change is impossible if you don’t understand the Job to Be Done

    Ann Somers Hogg
    February 20, 2025

    • Blog

    The health benefits of hiring gratitude in “little” ways

    Ann Somers Hogg
    November 21, 2024

    • Book
    Job Moves

    Job Moves: 9 Steps for Making Progress in Your Career

    Ethan Bernstein, Michael B. Horn, Bob Moesta
    October 21, 2024

    • Blog

    Rest: Why are we so reluctant to hire it? 

    Ann Somers Hogg
    October 17, 2024

    • Blog

    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

    • Blog

    How Jobs to Be Done can help you manage the seemingly unmanageable

    Ann Somers Hogg
    August 6, 2024

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