This is a series on useful mental models. A mental model is simply a representation of how something works. We cannot keep all of the details of the world in our brains, so we use models to simplify the complex things into understandable and organisable chunks.
The Jobs to be done theory is a famous theory on customer behaviour and framework of how a organisation should behave and react to serve them. It was developed by Clayton Christensen (video) in 2005 and is a great way to think about the “product” your business provides to your customers.
“The focus on knowing more about customers has taken firms in the wrong direction.”
Clayton Christensen
Studying data doesn’t show you how to identify what your customers are looking for and how best to serve them. The rush to measurement frameworks like NPS (Net Promoter Score), measure satisfaction, but not loyalty or frustration. Just having data and a score may miss the mark in understanding what your customers really want.
What is “Job to Be Done”
Thinking about customer needs and making changes to your business helps consumers to make progress and solve problems. while addressing restraints that might be holding them back. Its important to note “Job to be done” is a framework, not THE solutions : Jobs are complex and they need precise definition. These principles are good ones to frame your thinking.
“Job” is short for outcome in a specific situation
But this goal is usually more complex than a simple activity, especially for businesses that interact over a long period of time with their customers. Consider the experience the person wants. What patients seek from a treatment in urgent care, is different from the situation of an elective treatment. Definining the outcome, and reducing the amount of work a customer needs to do to get there helps build loyalty.
The situation is the most important dimension
If you look through the lens of the customers’ situation, the needs and goals may look totally different. When you are trying to work with and support multiple customers, they may all be buying the same “product” but have different Jobs’ they want that product to do. A pool cleaner may think their customer wants a clean pool, but the actual Job the customer wants is a clean easy family space to maintain a healthy social life with friends, children and grandchildren.
Good companies solve problems
Uncovering the needs of the customer may be different if they are purchasing a product or service. It when given an option that addresses all the relevant criteria that shoppers became buyers.
Jobs have emotional and social dimensions
Solving customer needs in a way that provides control, convenience and transiency helps reduce stress and anxiety for customers.
Why are your customers hiring you?