Jobs to Be Done

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SUCCESS CRITERIA

THE CUSTOMER’SDEFINITION OF A WIN

ONCE WE UNDERSTAND THE jobs, job drivers, current approaches, and pain points, can we build a product? Oftentimes, no! Stephen discovered this a decade ago, when a large cell phone company read some of the earliest writings about Jobs to be Done and asked that the framework be used to design a next-generation offering. What did jobs tell us about how to make trade-offs between size and durability, battery life and screen resolution, and a large number of other key design decisions? Too little. The company needed to understand how exactly customers defined the successful accomplishment of priority ...