Harvard Business School professor and leading management thinker, Clayton Christensen has popularised and applied the concept of “jobs-to-be-done” to discover customer needs and opportunities for innovation. He has applied this idea to fields as diverse as education, healthcare and self-help. The concept is that people “hire” products and services to get a job done. Office workers hire word-processing software to create documents and digital recorders to capture meeting notes. Surgeons hire scalpels to dissect soft tissue and electrocautery devices to control patient bleeding. Farmers hire herbicides to prevent weeds from impacting crop yields.
This might sound obvious, but there is seldom a systematic approach to finding out exactly how customers get a job done so that innovation, even disruptive innovation, can be used to help people and companies get the job done in the quickest, most efficient way possible.