The Jobs to be Done Approach (JTBD) and Disruptive Innovation

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Disruptive Innovation > Best Practices > The Jobs to be Done Approach (JTBD) and Disruptive Innovation

The Jobs to be Done Approach (JTBD) and Disruptive Innovation
Akshay Nirmal, Business Consultant, Australia, Premium Member
The theory of disruptive innovation helps companies navigate threats coming from their external environment. However, it fails to explain what companies should do to innovate.
Traditionally, companies segment their markets by customer demographics or product characteristics and differentiate their offerings by adding features and functions.

The theory of “Jobs to be Done” (JTBD) can be closely related to the theory of disruption and provides a tool to come up with disruptive strategies. Building on earlier work by Tony Ulwick on Outcome Driven Innovation, Clayton Christensen argues that when customers buy a product from suppliers, what they REALLY want is to hire them to do a job. So we should think of ideas that make this job for the customer more simple, faster, better, more convenient, more fun or cheaper.
Understanding such 'jobs to be done' can give better, original insights to companies about which products or servi... Read more? Sign up for free

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