Identify Jobs Customers Want to Accomplish In the customer’s mind, “low and beautiful” trumps “mow the grass.”ġ. Customers don’t buy products and services. It confronts organizations and designers with the outcomes that customers are truly after. Herein lies the power of the Jobs to Be Done framework. All customers have jobs and want to hire the best products to help, but few customers take the time to clarify the underlying desires that make jobs meaningful.įor instance, most people would say that they buy a lawnmower to “cut the grass.” True, but if a lawnmower company examined the higher purpose of grass cutting, it might discover that the real job is to “keep the grass low and beautiful at all times.” Utility (cut the grass) is subordinate to the ideal outcome (low and beautiful). In the Jobs to Be Done framework, jobs are fundamental tasks that people hope to accomplish when they buy something. If products don’t make promises, customers are confused, and buying decisions are compromised. They envision how products will improve their lives, search for perfect solutions, and purchase. No one wakes up thinking “I want to buy a task management system,” or “I need to hire a user experience consultancy.” What people really want are the outcomes that products promise. What compels customers to buy? The Jobs to Be Done framework helps organizations identify the unmet desires that motivate all purchases. Companies succeed because they offer products that people find irresistible. There’s much to be said about the importance of strategy, but clever tactics, advanced technology, and talented personnel have their limits.
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