Marketing Malpractice: The Cause and the Cure
Christensen, C. M., Cook, S., Hall, T. (2005)
Gives an introduction to jobs to be done theory.
“The great Harvard marketing professor Theodore Levitt used to tell his students, “People don’t want to buy a quarter-inch drill. They want a quarter-inch hole!” Every marketer we know agrees with Levitt’s insight. Yet these same people segment their markets by type of drill and by price point; they measure market share of drills, not holes; and they benchmark the features and functions of their drill, not their hole, against those of rivals.”