Podcast · ~25 min

Revisiting Jobs to Be Done with Clayton Christensen

Clayton Christensen · HBR IdeaCast Free Intermediate

A deeper follow-up conversation on the same theory, with more of the reasoning behind why circumstance matters more than customer category. Good second listen once you already know the milkshake story and want the mechanics behind it.

  • Segment by circumstance and struggle, not by who the customer is on paper.
  • The same person can be a completely different customer in a different circumstance.
  • Innovation failures usually trace back to profiling the wrong thing.
Open on hbr.org ↗

The question it answers

  1. How do I build customer personas that are actually useful and not fiction?

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