Jobs to be done
DefinitionBrand Strategy
Jobs to be done
The lens that says people hire products to make progress in a circumstance - 'a milkshake hired for a boring commute' - so the competition is whatever else could do the job, including doing nothing. Sharpest for innovation and messaging; its caveat is that buyers of a category often share the same broad jobs.
Evidence from the library
"Your job is to come to mind in buying situations." Not to be loved, not to have an image - to surface at category entry points.QuoteThe Four Horsemen of the Dullocalypse - Performance, Optimisation, Averaging, ProcurementPrincipleBusy Work = 38% of campaignsAdvertising Planning Matrix - Growth Engine, Cult Hit, Paid Noise, Busy WorkPrincipleEvery individual decision that produces dull advertising is a reasonable oneWarningIn habit-driven categories, brands should win the "default reorder" - getting consumers to tell an agent to order a specific brand rather than a generic category - through consumer-facing ads and cultural relevance that the agent then executes.Principle
Put it to work
Source
Marketing Definitions
Clayton Christensen; Tony Ulwick, Jobs to Be Done theory
More from this source
DefinitionMarket penetrationDefinitionMental availabilityDefinitionPhysical availabilityDefinitionBrand salienceDefinitionCategory entry points (CEPs)DefinitionDistinctive brand assetsDefinitionBrand equityDefinitionBrand positioningDefinitionBrand architectureDefinitionBrand awarenessDefinitionMarket shareDefinitionFuture demand