A Practical Guide to Using Jobs To Be Done

History of Jobs To Be Done

Jobs to be done is the concept that “Customers ‘hire’ products to solve problems in their lives”. The notion of ‘outcome vs output’ was first planted by Ted Levitt — who touched on this topic in his book “The Marketing Imagination” in 1983. He introduced the idea that “people do not want a quarter-inch drill, they want a quarter-inch hole.” that customers uses products to get a job done.

There were many books over the years that proved the theory that customers are driven by outcomes. But…