Designing products and services based on Jobs to be Done

Introduction In 2016, Clayton Christensen, a Harvard Business School professor, wrote a book called Competing Against Luck. In his book, he talked about the kind of jobs that exist in our everyday life and how we can uncover hidden jobs through the act of non-consumption. Non-consumption is the inability for a consumer to fulfil an important Job to be Done (JTBD). JTBD is a framework; it is a different way of looking at consumer goals and is based on the notion that people buy products and servi...

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