Let’s face facts, sometimes the word innovation is treated with suspicion.

And if you say innovation powered by Jobs-To-Be-Done, you better have one eye on the exit in case the meeting gets hostile.

A former boss is less than convinced: 




In his excellent and brilliantly-titled book ‘When Coffee & Kale Compete’, Alan Klement provides practical examples of using JTBD for product and service innovation.

In case you don’t have time to read those 200 pages, here’s 10 key points to kickstart your creative juices:

1. A Job to be Done isn’t an activity or task

It’s the process a consumer goes through when they use a product to improve themselves

2. When consumers start using a solution for a job, they stop using something else

If that solution makes their life better, consumers stop searching and consider the job done

3. Innovation opportunities exist when customers use ‘workarounds’

Consumer created solutions indicate that there’s market opportunity  

4. Differentiate between struggling and inconvenienced customers

Those strugglers will be searching for a solution, that’s where the biggest potential lies

5. Solutions change, jobs (mostly) stay the same

Technology evolves at a faster pace than our consistent, primal motivations  

6. Don’t depend on demographic data

It’s corollary not causal data, use it as a guide to find the job to be done

7. Anxiety-in-choice happens when we don’t know if a solution will get the job done

It pops up when we’ve never used that solution before

8. Anxiety-in-use happens when we worry about the consistency of a solution

That’s when you can’t predict that your solution will work in exactly the same way

9. You reduce anxiety and pull customers towards your product by showing them the progress they’ll make

The better the visualisation you can conjure up, the better chance your solution will have

10. Your competition isn’t just products with similar functionality and physical charactersistics

Some opt for a Starbucks coffee over a kale smoothie with a shot of wheatgrass

JTBD continues to throw up weird and wonderful ideas, some advocates go as far as saying you can't quantify want customers want.

It’s controversial but gaining traction for a reason – it works. Check out these resources to learn more about the theory, and potentially tut loudly and their assumptions:


But for some, the proof will always need to be in the pudding: