Know Your Customers’ “Jobs to Be Done”

"To create offerings that people truly want to buy... home in on the job the customer is trying to get done... Jobs are multifaceted... never simply about function... powerful social and emotional dimensions... the circumstances in which customers try to do them are more critical than any buyer characteristics" - so identify jobs currently done badly and design something - product, experience, service, processes - accordingly.

"Job is shorthand... consider the experience a person is trying to create - the circumstances are more important than customer characteristics, product attributes, new technologies, or trends... essential to create ... experiences for the purchase and use ... integrate those experiences into [the company by] ... Focusing processes on the job to be done provides clear guidance to everyone"