MPM 055: Jobs to Be Done, a conversation with Brian Rhea

Masters of Product Management

English - September 09, 2019 09:00 - 22 minutes - 20.5 MB - ★★★★★ - 40 ratings
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Previous Episode: MPM 054: Product Research for B2B Companies, Insights from Yana Welinder, CEO of Kraftful

Next Episode: MPM 056: How an Inclusive Culture Leads to Better Innovation, a discussion with Jennifer Brown

You’ve likely heard of the Jobs to Be Done theory, popularized by Harvard Business School professor Clayton Christensen. Jobs to Be Done is a framework for better understanding customer behavior.
The theory being that customers don’t buy products, they hire those products to do a job. As Theodore Levitt said in the 1960s, “People don’t want to buy a quarter-inch drill, they want a quarter-inch hole.”