The Jobs Theory

This past summer, I painted my house’s exterior trim. I purchased the paint and related supplies mostly from a local paint store. Once they understood my painting job, they provided advice and encouragment during my visits. My next-door neighbor, a retired carpenter, also provided great advice. I described my job to Microsoft Copilot (yeah, even AI was there to help me with my job) and YouTube to gather more advice and video instructions.

Understanding Customers through Jobs Theory: Insights from Clayton Christensen

The late Clayton Christensen developed the Jobs Theory to answer a fundamental question about customers: what causes a customer to purchase and use a particular product or service?

What is Jobs Theory?

Jobs Theory describes the process of customers purchasing a product or service as hiring that particular product or service to do a specific job. The customer identifies something they want to get done, based on their circumstances, and then takes action to complete the job by purchasing your product or service.

For instance, if a customer is heading to work, hasn’t had breakfast, and is hungry, they will likely stop at Dunkin’ or Starbucks to alleviate their hunger. Similarly, if another customer runs out of paper for their home printer, they might go to Staples to buy paper. The job here is to satisfy hunger or replenish the paper supply.

The Importance of Context

Understanding a customer’s jobs requires understanding their specific circumstances. Here are some questions you may want to ask(I’m sure you’ll have a dozen more questions specific to your customers and products):

Where is the customer when they decide they need your product or services?
What time is it when they realize the need?
Who are they with when they realize the need?
Are they doing work or home tasks?

These circumstances define the jobs for which customers hire or purchase products and services. For example, one customer may love the taste of Starbucks’ dark coffee and drive past Dunkin’ to the nearest Starbucks. Another customer might be trying to lose weight and choose a low-calorie breakfast sandwich. Yet another customer might prefer a particular brand of paper or is looking for the cheapest paper at Staples, or even decide to order online to save time.

In addition to functional jobs, there are also social and emotional reasons behind purchases. A customer might stop at Dunkin’ for coffee and a chocolate-glazed donut to satisfy hunger and their emotional desire for a treat. Another might stop by a local bakery to purchase a cake for their 12-year-old daughter’s birthday party. Yup, getting your chocolate-glazed donut fix is also a job.

Why Understanding Jobs Matters

If you only understand the needs of your customers, and not their jobs, you may miss important opportunities. Understanding the functional, emotional, and social jobs related to your products and services helps you gain a better understanding of your customers, market to them more effectively, and potentially sell additional products to them. When the folks at the paint shop asked me how my painting project was going, it made me feel good. It made me feel that they actually cared.

Conclusion