The fundamental tasks, problems, or goals that customers are trying to accomplish in a given situation, independent of any particular solution or product.
Customer jobs represent the progress customers are trying to make in their lives. They can be functional (practical tasks), emotional (how they want to feel), or social (how they want to be perceived). Understanding customer jobs is crucial for innovation because customers 'hire' products and services to get these jobs done.
Context: Transportation
Get to work on time while staying productive - hired solutions include cars, trains, podcasts, or coffee
Context: Food
Feed family nutritious food quickly after work - hired solutions include meal kits, takeout, or meal prep services
Context: Professional Development
Keep up with industry trends without information overload - hired solutions include newsletters, podcasts, or curated feeds
A framework for understanding customer motivations by focusing on the 'job' they hire a product or service to do.
A systematic approach to innovation that focuses on understanding and satisfying customer desired outcomes rather than product features.
A systematic approach to understanding customer psychology, motivations, and decision-making processes for effective marketing.