9: Jobs To Be Done

Famously, customers don’t buy a drill, they buy a hole in the wall. But why do they drill that hole in the wall? Maybe to put up a painting they did. But why are they putting up that painting? Maybe they want to express themselves more. So is that particular drill actually in competition with other drills, but rather with creating artwork, going to singing classes, or buying a macramé kit? Surely that would scratch the same itch? Jobs To Be Done Theory says… maybe. In this episode Matt and Steven take a look at the classic business-school-meets-psychology approach to understanding what customers are paying for when they buy your product.