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HBS Working Knowledge

1 resource from HBS Working Knowledge we point founders to, and the questions each answers.

📄 Article
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The primary-source telling of the milkshake story, the single most memorable illustration of Jobs to Be Done, straight from Christensen and HBS. The best on-ramp to JTBD.

Clay Christensen's Milkshake Marketing

From HBS Working Knowledge by Clayton Christensen (via Harvard Business School) ~8 min read

  • Customers 'hire' products to do a job in a specific situation
  • The milkshake was hired to make a boring commute bearable, not just for taste
  • Understand the job, and the right product improvements become obvious
  • Demographics miss the point, situation and job drive purchases
Open library.hbs.edu →
Answers What does 'jobs to be done' actually mean? How is JTBD different from features, personas, or user needs? Who are my real competitors once I think in jobs to be done? How do I evaluate whether an idea is big enough to be worth years of my life? How do I turn a vague hunch that something is broken into a sharp, testable idea? How do I validate an idea in a crowded market that already has big competitors? How do I turn a trend I've noticed into an actual product idea I can build? I've done 20 interviews and every person described a slightly different problem. How do I know if there's a real pattern or just noise? Every user interview gives me a different feature request. How do I turn messy feedback into a real prioritisation decision?
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