Defines and describes Jobs to be done theory.

Here we step outside the view of trying to find innovations based on knowledge of our customers segmentation or traits. And instead wonder what job it is they are hiring us to do for them.

For me, this also sits at the heart of service-dominant logic. Once we understand what job a customer wants doing, then we can see a range of solutions. Some are goods based; some are pure service based; others sit in between. But importantly, it helps us understand service-dominant logic’s “goods are a distribution mechanism for services” foundational premise. When you need to knock a nail in the wall, you could “hire” a hammer and perform the service yourself, or you could hire a service that shares hammers, or a hire a person to come around and hammer in the nail for you…