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Money & Work

Marketing

Make people want things, ethically

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Foundations(4)Positioning & Messaging(2)Marketing Economics(5)Buyer Behaviour(5)

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Built with care, MIT licensed.v1.0·Accessibility statement·Education, not advice. Source

Concepts›Buyer Behaviour›Jobs-to-be-Done

Concept 04 of 16

framework

Jobs-to-be-Done

Nobody buys a drill, they buy a hole. Really, they buy a picture on the wall, hung straight, by tonight.

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.

Features tell, benefits sell Social proof