1.4
Jobs to Be Done
A method that defines demand by the progress a customer is trying to make, rather than by product category or customer profile.
Ulwick's outcome-driven work from 1991, HBR 2002; named by Christensen (2003)
What it does
Defines the job a customer hires the product to do. Widens competition from the category to anything that gets the same job done, and turns feature debates into outcome debates.
When it breaks
In low-involvement, habitual purchases it degenerates into inventing a job that was never there. Not every purchase has a purpose behind it.
Case
Cordis Corp. ran outcome-driven interviews with cardiologists from 1991, went from under 1% of the angioplasty balloon market to over 20%, and grew revenue from $223m to $443m before J&J acquired it in 1996. The figures are Strategyn's own: vendor-reported, not independent.
Strategyn · Cordis case study ↗In the wild
Unchecked · not part of the tier
What people have written about this tool in the last twelve months. A machine found these and nobody has read them. Everything above this line was checked by hand.
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