Jobs to be Done: A Theory With a Mysterious Past

The first time I heard about Jobs to be Done it made perfect sense. It was almost TOO obvious. We don’t buy products, we buy them for what they help us do.

As a product designer and innovator, I was excited about how this view of the world could help the companies I worked for, so I read everything I could get my hands on related to JTBD.

Except, the more I read, the more confused I got. 🧐

Turns out this simple theory has a checkered past, with (at least) two men claiming to have pioneered the theory, and more seeking out credit for raising it.

I knew if I wanted to apply Jobs to be Done in my work, I needed to wade through the conflicting research and see which approach was right for me (or, maybe pick and choose from them, if that worked).

I’ve pulled what I learned into a five-part series I’ll be releasing this week on Medium. If you want to be sure you don’t miss an article, just sign up here and I’ll be sure to send you an email and let you know when each is posted.