Jobs To Be Done Theory focuses on taking the customers’ perspective on what they’re really after, so your offerings focus on their needs, rather than the product or technology itself.
There are two (let’s call them) schools of thought on Jobs To Be Done Theory.
One taking the comms, messaging perspective, and the other one taking an innovation-focus perspective.
Is one better than the other?
Is one flawed and not the other?
Is one truer over the other?
Who cares!
It’d be nonsense to focus and disregard one over the other.
Mesh them both together.
Take the best of those two worlds and apply them to your business.
The important part of jobs theory is that it takes the perspective of your customer.
- Make an hypothesis.
- Talk to people and prove it wrong or right.
- Refine
- Find the paths
Second important part: it’ll take your business focus around value —not for you, but for your customer.
And once you know value, you can set a price —despite your cost structure.
JTBD POVs
Strategyn (Ulwick & Christensen)
The Rewired Group (Moesta et al.)