The Theory of Jobs to Be Done, as explained in 'Competing Against Luck', is a concept that explores why customers choose certain products over others. According to this theory, people 'hire' products to fulfill a specific 'job' in their lives. A 'job' is defined as the progress a person wants to make in a particular circumstance. For instance, a milkshake might be 'hired' to stave off mid-morning hunger during a commute, providing energy and being easier to consume than traditional breakfast foods. Understanding your product's 'resume' can help you understand what job your customers want to fill and who your competitors are.
Is innovation inherently a question of luck? While good luck is never a bad thing, it turns out that...
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