{"id":41310,"date":"2021-07-10T10:11:07","date_gmt":"2021-07-10T14:11:07","guid":{"rendered":"https:\/\/www.shortform.com\/blog\/?p=41310"},"modified":"2021-07-12T17:28:40","modified_gmt":"2021-07-12T21:28:40","slug":"clayton-christensen-jobs-to-be-done","status":"publish","type":"post","link":"https:\/\/www.shortform.com\/blog\/clayton-christensen-jobs-to-be-done\/","title":{"rendered":"Clayton Christensen: Jobs to Be Done Marketing Theory"},"content":{"rendered":"\n<p>Do you want to understand Clayton Christensen\u2019s jobs to be done theory? How can this strategy help you figure out what your customers really want? <\/p>\n\n\n\n<p>Clayton Christensen\u2019s jobs to be done theory can help you to better understand your customers and improve your marketing skills. You can learn about the best ways to market your product with an explanation of Christensen\u2019s popular milkshake marketing tactic.\u00a0<\/p>\n\n\n\n<p>Find out more about Clayton Christensen\u2019s jobs to be done theory below.<\/p>\n\n\n\n<!--more-->\n\n\n\n<h2 class=\"wp-block-heading\">Clayton Christensen and the Jobs to Be Done Theory<\/h2>\n\n\n\n<p><strong>Products often fail because companies develop them based on what they want to sell rather than on what customers need.<\/strong>&nbsp;<\/p>\n\n\n\n<p>In his book <em>The Innovator\u2019s Dilemma<\/em>, Christensen introduced a new theory of <a href=\"https:\/\/www.shortform.com\/blog\/product-development-marketing\/\">marketing and product development<\/a>: determining the \u201cjob to be done.\u201d Clayton Christensen\u2019s jobs to be done theory states that <strong>when people buy a product or service, they\u2019re in effect hiring it to do a job for them.<\/strong> Products designed to do jobs customers want done are most successful.<\/p>\n\n\n\n<p>(Shortform note: For more on the jobs-to-be-done theory, <a href=\"https:\/\/www.shortform.com\/app\/book\/the-innovator-s-dilemma\">read our summary of <em>The Innovator\u2019s Dilemma<\/em> here.<\/a>)<\/p>\n\n\n\n<p>Marketing efforts often focus on targeting products to demographic segments, but we don\u2019t buy things because of our demographics, although demographics may correlate with some <a href=\"https:\/\/www.shortform.com\/blog\/buying-decision\/\">buying decisions<\/a>. What happens is that a job or need comes up, and we look for a way to address it. If there\u2019s a product out there that can do the job, we buy it. If not, we find a way to make do. What causes us to buy is having a job and determining that a product will help us get it done.<\/p>\n\n\n\n<p>You can use Clayton Christensen\u2019s jobs to be done strategy to dramatically improve sales. Below are some examples of companies or products that succeeded by figuring out what jobs customers needed to have done and doing them well. <\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Milkshake Marketing<\/strong><\/h3>\n\n\n\n<p>Clayton Christensen\u2019s milkshake marketing example can help you to understand his jobs to be done theory. In this example, Christensen shows that it\u2019s crucial to understand what your customers really want.<\/p>\n\n\n\n<p>A fast-food chain that wanted to sell more milkshakes identified the job its customers were buying milkshakes to do. It turned out that milkshakes served as a convenient, portable, and satisfying breakfast that people could consume on their commute to work without spilling in their car. So the company came up with ways to do this job better\u2014by making its milkshakes more filling (adding chunks of fruit) and convenient (providing a larger straw).<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Ikea and <strong>Customer Convenience<\/strong><\/h3>\n\n\n\n<p>This example can help you to better understand Clayton Christensen\u2019s jobs to be done theory. Instead of targeting products to a customer segment, the discount furniture seller IKEA structures its stores to do a job customers need to have done: to quickly and conveniently furnish a new home or apartment.&nbsp;<\/p>\n\n\n\n<p>They provide everything customers need in one place\u2014they keep everything in stock and provide a play area for children and a restaurant so customers stay in the store longer. IKEA packages products flat to fit in cars and, for larger items, offers same-day delivery.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>A Quick Card Game<\/strong><\/h3>\n\n\n\n<p>A toy company developed 12-minute card games that appealed to parents who wanted a quick game they could play with kids in the evening and wrap up before bedtime. Other available games didn\u2019t do this job for parents because it took too long to finish them.&nbsp;<\/p>\n\n\n\n<p>The above examples can show you how Clayton Christensen\u2019s jobs to be done theory can improve your marketing strategy.&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Do you want to understand Clayton Christensen\u2019s jobs to be done theory? How can this strategy help you figure out what your customers really want? Clayton Christensen\u2019s jobs to be done theory can help you to better understand your customers and improve your marketing skills. You can learn about the best ways to market your product with an explanation of Christensen\u2019s popular milkshake marketing tactic.\u00a0 Find out more about Clayton Christensen\u2019s jobs to be done theory below.<\/p>\n","protected":false},"author":12,"featured_media":17115,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[45,104],"tags":[411],"class_list":["post-41310","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business","category-marketing","tag-how-will-you-measure-your-life","","tg-column-two"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.3 (Yoast SEO v24.3) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Clayton Christensen: Jobs to Be Done Marketing Theory - Shortform Books<\/title>\n<meta name=\"description\" content=\"Clayton Christensen\u2019s jobs to be done theory can help you to understand your customers and level up your marketing skills. Find out how.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.shortform.com\/blog\/clayton-christensen-jobs-to-be-done\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Clayton Christensen: Jobs to Be Done Marketing Theory\" \/>\n<meta property=\"og:description\" content=\"Clayton Christensen\u2019s jobs to be done theory can help you to understand your customers and level up your marketing skills. 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