Finding the Job-to-Be-Done

Christensen dispatched a researcher to a McDonald's location known for high milkshake sales. Over a day, the researcher meticulously observed customer behaviors: when they purchased milkshakes, whether they accompanied meals, and if they consumed them on-site or while driving.

A surprising trend emerged: half of the milkshake transactions occurred before 8:30 a.m., with these customers opting to buy only a milkshake, alone, and immediately driving off.

Confronting these early morning customers revealed crucial insights. They sought a solution to alleviate boredom during their commute while also providing satiety.

Why a milkshake, though? When Christensen probed further about previous alternatives, customers shared their experiences:

• "I tried a banana, but it was gone in a minute, leaving me hungry an hour later."
• "Donuts make a mess; they crumble everywhere."
• "A Snickers bar leaves me feeling guilty."

Ultimately, customers preferred milkshakes because they were more satisfying, lasted longer, and were easy to consume while driving.

This revelation shifted the McDonald's team's perspective. Instead of focusing on demographics, flavors, or calories, they recognized that customers were seeking a specific solution.

By enhancing the thickness of the milkshake for prolonged enjoyment and streamlining the purchasing process, McDonald's launched a marketing campaign centered around these insights, resulting in a staggering 400% increase in milkshake sales.

The Jobs-To-Be-Done Framework: Key Benefits

Christensen's approach has proven effective across various companies. Here are three significant benefits of adopting the Jobs-To-Be-Done framework:

1. Enhancing Product Value: Understanding what customers genuinely aim to achieve allows businesses to create superior products, simplifying marketing and sales efforts.
2. Identifying True Competition: McDonald's initially believed they were competing against Burger King's milkshake. In reality, their competition included donuts, bananas, and chocolate bars, significantly broadening their market scope.
3. Recognizing Unmet Needs: Focusing on jobs reveals gaps in the market, enabling companies to develop solutions that address issues overlooked by others.

Moving Beyond Demographics

When Howard Schultz visited Italy, he noticed a cultural phenomenon—people enjoyed a third space between home and work: cafés. Recognizing a similar demand in the U.S. but without a fitting solution, he launched Il Giornale in Seattle, leading to immense success. This inspired him to acquire Starbucks, transforming the coffee landscape.

Schultz's approach centered on understanding the job customers needed to fulfill rather than merely focusing on demographic details. Christensen warns against the common pitfall of overemphasizing customer characteristics, noting that purchasing decisions are driven by the desire to achieve specific outcomes, whether for entertainment, socialization, or enrichment.

Utilizing a Job Statement Template

A practical approach to applying the Jobs-To-Be-Done framework involves drafting job statements to test hypotheses.

Designing Products with Purpose

When hiring a designer, would proficiency in Chinese matter? While it could be beneficial, it’s irrelevant to the job at hand. Similarly, businesses often create products without understanding the specific jobs customers hire them for, resulting in irrelevant features that fail to drive sales.

Viewing your product as a candidate for a specific job allows for intentional design that aligns with customer needs.

Expanding to Related Jobs

Christensen illustrated this concept with a construction company that recognized its role extended beyond building homes to easing the transition of moving. By offering additional services like moving and storage, they alleviated customer anxiety, leading to a surge in home sales.

Moreover, companies can discover new opportunities by examining the solutions they utilize. For instance, Amazon's AWS originated from their internal need for efficient data management. Realizing this need could benefit other companies, they monetized the solution, creating a profitable venture.

In conclusion, while many focus on demographics and product attributes, those who prioritize understanding the underlying jobs will gain a substantial competitive edge.

The second video, "Find Out Why: Using Jobs to Be Done to Understand Your Customers with Bob Moesta," delves into practical applications of the framework to enhance customer understanding and engagement.