In our quest to understand people’s complicated lives, we often use the established business theory of Jobs-To-Be-Done. It’s a way of thinking that challenges us to start with people first and understand the job they’re really trying to achieve through the products and brands they use.
So what’s a ‘Job to Be Done’? It’s not a product or service. It’s not an occasion, task or activity. It’s the in between. It’s the human motivation. And it’s one of the most powerful strategic research tools we use to reveal directions for brand strategy and product innovation.