​Stop selling features. Start solving Jobs. 🛠️

​If you sell a quarter-inch drill bit, your customer isn't actually looking for a drill bit. They are hiring that bit to create a quarter-inch hole. If you can give them a hole without the drill, you win.

​The Jobs to Be Done framework (popularized by Clayton Christensen and Bob Moesta) forces us to ask: What is the underlying progress a customer is trying to make when they "hire" your product?

​Do they need validation? (Status Job)

​Do they need to save time? (Functional Job)

​Do they need to feel secure? (Emotional Job)

​When you understand the Job, your innovation roadmap becomes clear.

​#JTBD #DesignThinking #CustomerCentric #ProductStrategy #InnovationManagement​💡 The Theory: Jobs to Be Done (JTBD)

​Customers don't buy products; they "hire" them to make progress in their lives. The "job" is the fundamental problem they are trying to solve. Innovation succeeds when it solves the Job better than existing solutions.