JOBS TO BE DONE
8th Jun, 2015
We were privileged enough to be involved with bringing Hyper Island down to New Zealand last year to run one of their Digital Masterclass’s, and whilst this was an incredible 2 days there was one concept that stuck with us above all others – Jobs To Be Done.
This concept was originally developed as a way to attack product innovation, and is based on the premise that consumers don’t “buy” brands or products, but instead are simply “hiring” something to get a job done. To use Matt’s favourite example, people don’t go to Bunnings with the purpose of buying a 10mm drill bit, they go because they want a 10mm hole.
"people don’t go to Bunnings with the purpose of buying a 10mm drill bit, they go because they want a 10mm hole"
These consumer “jobs” can be functional, emotional (how it makes me feel) or social (how it makes me look to others), and as a business we have found this as an amazing way to crystallise consumer centric thinking, and for us to deliver digital experiences with true purpose. We are now using this consistently as a part of our Strategic Planning, as well as integrating it into our User Experience Design process.
After spending my whole career in Marketing I personally have never come across another method as effective at cutting through to the pure relationship between a brand and consumer, so get in touch if you would like us to come and take you through this process. You better allow a long meeting though, because Matt and I could bang on about Jobs To Be Done for hours…