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one of the most innovative colleges in America,
named SNHU as one of the most innovative organizations
need higher education to provide just four things: convenience, customer service, credentials, and speedy completion times.
But even more significantly, SNHU was also competing with nothing: nonconsumption.
The key was finally asking the right question that led them to better answers.
later-life learners.
holding back tears,
SNHU’s staggering growth suggests that LeBlanc and his colleagues deeply understand these students’ Jobs to Be Done.
In every case, uncovering why customers make choices allows organizations to better create solutions that get hired.
improvement in the customer’s life that matters most to him in selecting the product.”
Organizations that lack clarity on what the real jobs their customers hire them to do can fall into the trap of providing one-size-fits-all solutions that ultimately satisfy no one.
Seeing your customers through a jobs lens highlights the real competition you face, which often extends well beyond your traditional rivals.
Are there segments with distinct jobs that you are inadequately serving with a one-size-fits-none solution?
But in spite of having lots of traffic to their units, few visits ended up converting to a sale.
it actually had very little idea what made the difference between attracting a tire-kicker and a serious buyer.
But Moesta took a different approach: he set out to learn what job
the condominium was hired to do for people who had already bought a unit.
The table represented family.
Jobs Theory is an integration tool—a way to make sense of the complex amalgam of needs that are driving consumer choices in particular circumstances.
Jobs to Be Done tell the whole story.
“Perspective is worth 80 I.Q. points.”
The Structure of Scientific Revolutions.
insights—if you’re looking with the right lenses.
founder Akio Morita
Morita ignored his marketing department’s
warning, trusting his own gut
Understanding the unresolved jobs in your own life can provide fertile territory for innovation.
Khan Academy founder Sal Khan’s
Some of the most successful start-ups in recent years have come from the founders’ personal Job to Be Done.
Care.com,
breaking out in a cold sweat
break out in a cold sweat
~Lit. or Fig. to become frightened or anxious and begin to sweat.
You can learn a lot just by watching the customers you do—and don’t—already have.
But you have to know what you’re looking for.
You can learn as much about a Job to Be Done from people who aren’t hiring any product or service as you can from those who are.
“nonconsumption,”
nonconsumption often represents the most fertile opportunities,
Once a company shakes off the shackles of category-based competition, the market for a breakthrough innovation can be much larger than might be assumed from the size of the traditional view
of the competitive landscape. You won’t see nonconsumption if you’re not looking for it.
Chip Conley, Airbnb’s
Kimberly-Clark
adult incontinence products
With the lens of Jobs to Be Done, the company realized there was still an enormous untapped opportunity.
There are many, many consumers who opt for nothing rather than go into a store and purchase an adult diaper.
exact
inflict
didn’t remotely look or feel like an adult diaper.
Having spent the time to understand the required job, including
its critical emotional components, the company ultimately delivered a home run.
A jobs perspective can change how you see the world so significantly that major new growth opportunities arise where none had seemed possible before.
In fact, if it feels like there isn’t room for growth in a market, it could actually be a signal that you’ve defined the job poorly.
