Jobs to Be Done

About the Authors

Stephen Wunker, Jessica Wattman, and David Farber are distinguished professionals in the fields of innovation and business strategy. Stephen Wunker, the lead author, is renowned for his expertise in creating new business models and bringing groundbreaking products to market. His experience includes working with top-tier firms and advising startups, making him a thought leader in understanding market dynamics and customer needs. Jessica Wattman brings a wealth of experience in market research and customer insights, having spent years analyzing consumer behavior and helping companies align their products with market demands. David Farber complements the team with his deep knowledge of product development and strategic planning. Together, their combined expertise provides a holistic view on how businesses can successfully innovate by focusing on the underlying jobs that customers need to accomplish.

Main Idea

The primary thesis of Jobs to Be Done: A Roadmap for Customer-Centered Innovation is that companies often fail in their innovation efforts because they concentrate too much on their products and not enough on the fundamental tasks or "jobs" their customers are trying to accomplish. The authors argue that by focusing on the jobs customers need to get done, companies can uncover new opportunities for growth, create more relevant products, and build stronger customer relationships. This shift in perspective—from a product-centric to a customer-centric approach—allows businesses to better understand the reasons behind customer behaviors and to design solutions that fulfill both functional and emotional needs. The book provides a detailed methodology for identifying these jobs and aligning business strategies to meet them effectively.

Table of Contents

• Introduction: Understanding Jobs to Be Done
• Finding Opportunities for Growth
• Success Criteria: Making Ideas Work
• Overcoming Obstacles to Innovation
• Pricing Strategies for Customer-Centered Products
• Building a Repeatable Innovation Process
• Generating and Refining Ideas
• Reframing Perspectives for Innovation
• Experimentation and Learning
• Conclusion: A Roadmap to Success

Introduction: Understanding Jobs to Be Done

In the introductory chapter, the authors establish the foundation of their methodology by explaining the concept of "Jobs to Be Done" (JTBD). They argue that traditional market segmentation methods—based on demographics, psychographics, or product categories—are insufficient for truly understanding customer needs. Instead, JTBD focuses on the tasks or problems that customers are trying to solve in their daily lives. These jobs are not just functional; they also encompass emotional and social dimensions. By identifying and addressing these jobs, companies can create products and services that provide more comprehensive solutions to their customers.

"A job is not just a task to be completed; it is a fundamental problem in a given context that customers are trying to solve." - Stephen Wunker, Jessica Wattman, David Farber

For example, consider the difference between selling a drill and selling the ability to make a hole in the wall. The drill is the product, but the job is the customer's need to create a hole for hanging a picture. By understanding this job, a company might not only sell drills but also other solutions like adhesive hooks or professional installation services.