Jobs To Be Done (JTBD)

People don’t want to buy a quarter-inch drill. They want a quarter-inch hole.

Theodore Levitt, Harvard Business School

Theodore Levitt, a great grandfather to the jobs-to-be-done movement, called this “marketing myopia.”

In his seminal 1960s article by the same name, he persuasively argues that a nearsighted focus on selling solutions, rather than seeing what customers want, leads well-intentioned marketers astray.

As Levitt used to tell his students, “People don’t want a quarter-inch drill. They want a quarter-inch hole!”

The foundation of JTBD discovery is the concept of a goal and the distinction between means and ends.

Goals matter because working toward meaningful life goals is an essential strategy for becoming lastingly happier.

Distinguishing means and ends matters because we don’t value actions or systems or products or services in and of themselves but because they help achieve our aims.

Product evolutions tell the tale. Few value typewriters anymore because word processors get our document-producing jobs done better.

We are loyal to the results we seek, not how we bring them about.






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