Competing Against Luck: The Story of Innovation and Customer Choice

by Clayton M. Christensen

Functional, Social, and Emotional Complexity Finally, a job has an inherent complexity to it: it not only has functional dimensions, but it has social and emotional dimensions, too. In many innovations, the focus is often entirely on the functional or practical need. But in reality, consumers’ social and emotional needs can far outweigh any functional desires. Think of how you would hire childcare. Yes, the functional dimensions of that job are important—will the solution safely take care of your children in a location and manner that works well in your life—but the social and emotional dimensions probably weigh more heavily on your choice. “Who will I trust with my children?” What Is a Job? To summarize, the key features of our definition are: A job is the progress that an individual seeks in a given circumstance. Successful innovations enable a customer’s desired progress, resolve struggles, and fulfill unmet aspirations. They perform jobs that formerly had only inadequate or nonexistent solutions. Jobs are never simply about the functional—they have important social and emotional dimensions, which can be even more powerful than functional ones. Because jobs occur in the flow of daily life, the circumstance is central to their definition and becomes the essential unit of innovation work—not customer characteristics, product attributes, new technology, or trends. Jobs to Be Done are ongoing and recurring. They’re seldom discrete “events.”