Job Behind the Product ebook

Why do people buy milkshakes in the morning? It's not because they are hungry or because they love the taste. It's because they have a long, boring commute and need something to keep them occupied with one hand while driving. This famous insight from Clayton Christensen illustrates the "Jobs to be Done" theory: customers don't buy products; they "hire" them to make progress in their lives. "The Job Behind the Product" shifts the focus from demographics and product features to the underlying struggles and motivations of the user. It argues that you are not competing with other products in your category, but with whatever the customer was using to solve that problem before—even if it's doing nothing. This book provides a framework for interviewing customers to uncover their hidden "jobs," understanding the "switch" moments, and designing solutions that fit perfectly into the hole in their lives. It is the definitive guide for innovators who want to build things people actually need, rather than things they just say they want.