📄 Article
Freemium
Intermediate
Know Your Customers' 'Jobs to Be Done'
From Harvard Business Review by Clayton M. Christensen, Taddy Hall, Karen Dillon, David S. Duncan ~20 min read
Why we picked it
The canonical HBR article that formalizes JTBD from its originators, the authoritative reference every founder citing 'jobs to be done' should have actually read.
- A 'job' is the progress a customer is trying to make in a circumstance
- Jobs have functional, social, and emotional dimensions
- Innovation succeeds when it's organized around the job, not the product category
- Understanding the job reveals who and what you truly compete with