Christensen's Theory of Jobs to Be Done

Christensen's Theory of Jobs to Be Done posits that people "hire" products or services to accomplish specific tasks or needs in their lives, referred to as "jobs." Instead of focusing solely on demographics or product features, understanding the underlying job a customer wants to get done helps businesses innovate more effectively. By identifying the desired outcomes and struggles associated with a job, companies can create solutions that better meet consumer needs, leading to greater satisfaction and loyalty. This approach encourages a deeper understanding of customer motivations and drives more relevant product development.