Jobs Theory

Jobs Theory, developed by Clayton Christensen, suggests that people "hire" products or services to fulfill specific needs or problems they face in their lives. Instead of viewing customers as just buyers of features, it focuses on understanding the underlying "job" they want done. For example, someone might buy a drill not just to make holes, but to hang a picture. Recognizing these jobs helps companies create better solutions that truly address what customers are trying to achieve, leading to more effective innovation and marketing strategies.