What is Jobs-to-be-Done?

Put a new lens on innovation and accelerate your growth.


When looking through a jobs-to-be-done lens, a revolutionary theory of innovation emerges that explains how innovators can quickly create products and services that customers want—with minimal risk of failure. The theory is based on the notion that people buy products and services to get “jobs” done.

In this white paper you will learn what Jobs-to-be-Done is and how to use it. Take your understanding of markets and customer needs to the next level — and use these new insights to supercharge your marketing, innovation, development, R&D and sales efforts.