Jobs-to-be-Done

Jobs-to-be-Done is the lens that people do not buy products for what they are but hire them to get a job done: functional, social or emotional. The milkshake replacing breakfast in the morning commute competes not with other milkshakes but with bananas and bagels. The lens's power is redefining the market around the need instead of the product category, revealing innovation space that category thinking hides. Its limits: it is a qualitative interviewing method without standardised measurement, job definitions are stretchy, and the approach's reputation leans on its famous examples more than on systematic evidence.

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