Jobs to Be Done: A Toolbox

By: Bob Moesta and Derek C.M. van Bever and Iuliana Mogosanu and Katie Zandbergen and Shaye Roseman

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Synopsis: The Jobs to Be Done methodology is both a theory and a practical approach for understanding customer behavior and why people make the choices they make. Many practitioners, whether they work for startups or incumbent businesses, find Jobs to Be Done useful because it provides an uncommon solution to a common problem - understanding your customers as you start a new enterprise or losing touch with customers as your business grows. The theory of Jobs to Be Done is taught at Harvard Business School in the course "Building and Sustaining a Successful Enterprise ("BSSE," in HBS shorthand), which was created by the late Professor Clayton Christensen. It is practiced by many alumni of the course, as well as by numerous industry practitioners. Beyond them, there is a wider circle of professionals who are familiar with the theory or curious about it, and who are interested in converting that curiosity into practice. This multimedia toolbox walks through all of the stages of understanding and implementing Jobs to Be Done, including the foundational theory and its benefits to businesses; how to recruit customers, interview them, and analyze results; and feed that analysis into product development and marketing. The toolbox is a collection of original content as well as existing resources aggregated from across the web. To illustrate the theory the authors conducted a Jobs to Be Done research project to understand why our students "hire" Harvard Business School.