Most businesses occasionally struggle with coming up with new ideas to improve their products or services. It can be difficult to identify what needs to be changed, or even where to start, especially when it seems like your competition is always one step ahead.
One framework that can be helpful in these situations is the jobs-to-be-done framework. This approach focuses on understanding the customer’s needs, or “jobs,” and then designing your product or service to meet those needs.
History of the Jobs-to-Be-Done Framework
The jobs to be done framework was first popularized by Clayton Christensen in his 1997 book The Innovator’s Dilemma. Christensen argued that businesses should not focus on the features of their products, but on the needs of their customers. He used the example of the milkshake to explain his point.
When customers go to a fast food restaurant, they are not really looking for a milkshake per se. They may be looking for something to eat on their commute or something to tide them over until lunch. In some cases, they were looking for something to keep their child entertained after school.
The milkshake wasn’t originally designed to meet any of these needs. It was simply a drink made with milk, ice cream, and flavorings. However, once the fast food restaurant realized that their customers were looking for something more than just a drink, they were able to design a better product that met those needs (and sell it as such).
How Businesses Can Use the Jobs-to-Be-Done Framework
The jobs-to-be-done framework can be applied to any business, in any industry. To get started, businesses should first identify their target market. Once you know who your customers are, you can start to think about what “jobs” they need your product or service to do.
For example, a company that sells software to small businesses might think about the job their customer is trying to do as “run their business more efficiently.” They can then design their software with features that help their customers do just that.
The beauty of the jobs-to-be-done framework is that it can be applied at any level, from the design of a new product to the marketing of an existing one. By understanding the needs of your customers, you can be sure that you’re always meeting their needs in the best way possible.
Jobs-to-Be-Done in Action
The jobs-to-be-done framework is a powerful tool that can be used to improve any business. Here are a few examples:
Uber
When Uber first came on the scene, it disrupted the taxi industry by understanding a need that its customers had: the need for a convenient, affordable, and reliable way to get around town.
Customers were not just looking for another taxicab company. They were looking for a product that addressed these unmet needs. By understanding these needs, Uber was able to design a product that met it perfectly. And because they were able to do this better than any of their competitors, they quickly became the dominant player in the space.
Apple
Apple is constantly able to innovate and stay ahead of the competition because the company understands the needs of its customers. For example, when they introduced the iPhone, they understood that their customers wanted a device that was not only a phone, but also a music player, camera, and more.
By understanding the needs of their customers, Apple is able to design products that meet those needs in the best way possible. And as a result, they are able to stay ahead of the competition.
Conclusion
The jobs-to-be-done framework is a powerful tool that can be used to improve any business. By understanding the needs of your customers, you can be sure that you’re always meeting their needs in the best way possible.
