Jobs to be Done

People hire products to do a job. Understanding the job, not the product, is where product strategy lives.

Definition

Clayton Christensen's framework that people do not buy products. They hire products to do a job for them. Understanding the job reveals what the real competition is.

Step 1

Predict first

In one or two sentences, what do you think this concept means? Wrong is fine; the small struggle is what makes the answer stick.