JOBS-TO-BE-DONE

Discovering consumers’ real purpose and desired progress in hiring brands.

What is it?

Again, start by thinking of Jobs to be Done as a consumer insights and strategy approach for understanding the real purpose/reason for which consumers hire brands, products, or services.

As a refresher, as Clay Christensen put it, people don’t simply buy products or services; they pull them into their lives to make progress. This progress is called the “job” they are trying to
get done.

Use it to gain a deeper understanding of the consumer’s “Job-to-be-Done” to increase the chance of in-market success and make communication more effective and relevant for your (new) brands. We use “Jobs to Message” to think of its use in advertising and other communication.

  1. Here are 4 tips to keep in mind about “Jobs to Message” that will help increase success:

    1. For certain projects, make it an objective in the research/insights phase to understand the new offering’s “FIT to the JOB.” How is the new offering delivering against the “Jobs” as the product is introduced to people (consumers) with the context of the branding, concept, messages and
      sub-name. It must “fit” for consumers. And ensure the messages are leveraging and rooted in/connected to
      the insight.

    2. Use the trade-offs to help identify motivations and higher-order needs. The tensions and aspirations can inspire ideas and imagery to help in communication ideas.

    3. Leverage the human motivations and “emotional jobs” into design (applying behavioral design principles/practices).

    4. Pay attention to the context and life circumstances you explore with people as rich inspiration for imagery and
      activation ideas.

    In the end, this deeper understanding of the consumer’s “job” also makes communication more effective and relevant for your (new) brands, going beyond/adding to the impact for product development (e.g., new food form, ingredients, and nutritional profiles).

    Stay tuned as we add more learning on Jobs to be Done or please contact us to discuss more about how we can help you with interviews, insights and strategy sessions.