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As innovators, we are always chasing that question: What will cause someone to buy?
To get the right answer, you first have to be asking the right questions.Jobs-to-be-done is a theory, developed by Clayton Christensen at Harvard, that helps you ask the right questions.[Note: I’m broadly using the words products to include services and purchase to include “use” in the case of ad supported services and products.]
First let’s start with some examples....
Jobs-to-be-done: an interesting theory from Clay Christensen and a must-read for marketers. 9/10