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Zusammenfassung von Jobs to Be Done

Stephen Wunker, Jessica Wattman & David Farber

A Roadmap for Customer-Centered Innovation

4.1 (41 Bewertungen)
15 Min.

Kurz zusammengefasst

Jobs to Be Done by Stephen Wunker, Jessica Wattman, and David Farber is a business book that explores the theory of jobs to be done, providing valuable insights on how to create products and services that truly meet customers' needs and solve their problems.

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    Helping customers do their jobs

    Every company hopes to innovate, but the question always is, how? The Jobs-based approach aims to provide you with a roadmap full of actionable steps you can take to generate truly innovative ideas.

    The jobs approach is a customer-centric approach. It’s all about taking a deeper look at customer behavior to identify the latent opportunities in the market. It’s asking, What jobs are customers trying to accomplish with the products they buy, and why are they doing these jobs? With this perspective, you can also identify the pain points related to current solutions and guide your businesses toward profitability.

    While it helps to reach out to potential customers and ask questions, sometimes customers might not fully understand what they want or why they want it. Surprisingly, this knowledge gap can be a source of innovation and growth. So you need to ask the right questions. When you delve into the “why” behind people's actions, you can uncover the emotional, psychological, and practical factors that drive their choices.

    Understanding the jobs that people are trying to get done is crucial to predicting which products or services they'll embrace. Breakthroughs come from reimagining problems, not just offering slightly improved solutions to existing challenges. Designing a product that simply adds a new feature to something that already exists is neither innovative nor a path to long-term growth.

    It’s also important to look beyond the products that people are currently using to get their jobs done. When you focus on the job itself, you can begin to rethink the solution completely. Think of it this way: When someone goes to the hardware store, they don't want to buy a quarter-inch drill; they want to make a quarter-inch hole.

    The more specific you get, the better. And when you carefully walk through every step of the job, you can uncover the emotional components of the job as well.

    Take Beats Electronics, for example. Quality-wise, their headphones are inferior to other brands. So, if the only part of the job were sound quality, customers would look elsewhere. But when they were first released, Beats headphones also satisfied an emotional need. They were stylish; they gave customers a seat with the cool kids in the cafeteria. That was something other headphones weren’t doing.

    Designing products that excel in functional jobs and appeal to emotional needs is a winning strategy. Once you develop an understanding of customer jobs, you’ll be on the path to gaining insights that will guide the development of products, services, and business models that truly meet people's needs. We’ll dig deeper into this process in the sections ahead.

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    Worum geht es in Jobs to Be Done?

    Jobs to Be Done (2016) offers an up-to-date look at one of the most respected strategies for creating sought-after, innovative products. This methodology is laser-focused on customer research and understanding what they need in order to get jobs done.

    Bewertung von Jobs to Be Done

    Jobs to Be Done (2016) explores a revolutionary framework for understanding customer needs and designing successful products. Here's why this book is worth reading:

    • It offers a practical toolkit for uncovering customers' true motivations, helping businesses create products that customers truly want.
    • The book provides real-world case studies that demonstrate the power of the Jobs-to-Be-Done approach in driving innovation and achieving business success.
    • With its fresh perspective on customer research and problem-solving, it challenges traditional thinking and inspires new ways of approaching product development.

    Wer Jobs to Be Done lesen sollte

    • CEOs looking for new ideas
    • Marketing and design fanatics
    • Research and development teams

    Über den Autor

    Stephen Wunker is an accomplished author known for his expertise in customer-centered innovation and jobs-to-be-done theory. With a background in consulting and strategy, he has shared his insights through books and articles, helping businesses prioritize customer needs in their innovation processes.

    Jessica Wattman has a PhD in political science from the Massachusetts Institute of Technology. As the director of social innovation at New Markets Advisors, she has extensive experience in researching unstable environments around the world and finding innovative solutions.

    David Farber is a manager at New Markets Advisors and a specialist at using Jobs-based research in helping companies around the globe find new opportunities for growth and innovation.

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    Jobs to Be Done FAQs 

    What is the main message of Jobs to Be Done?

    Discovering and satisfying customers' needs and desires is crucial for successful innovation.

    How long does it take to read Jobs to Be Done?

    The reading time for Jobs to Be Done varies depending on the reader's speed. However, the Blinkist summary can be read in just 15 minutes.

    Is Jobs to Be Done a good book? Is it worth reading?

    Jobs to Be Done is worth reading for its practical insights on innovation and understanding customer motivations.

    Who is the author of Jobs to Be Done?

    Jobs to Be Done is written by Stephen Wunker, Jessica Wattman, and David Farber.