MPM 055: Jobs to Be Done, a conversation with Brian Rhea

09.09.2019 - By Masters of Product Management

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You’ve likely heard of the Jobs to Be Done theory, popularized by Harvard Business School professor Clayton Christensen. Jobs to Be Done is a framework for better understanding customer behavior.  The theory being that customers don’t buy products, they hire those products to do a job. As Theodore Levitt said in the 1960s, “People don’t want to buy a quarter-inch drill, they want a quarter-inch hole.”

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