Book: Jobs-to-be-done #JTBD

I believe that "all roads lead back to Drucker" and how people buy benefit, not features.

People "buy"/ "hire" based on their Social, Functional, Emotional and/ or Spiritual needs

What is Jobs to be Done (JTBD)?

People Don’t Buy Features or Benefits. They Buy Emotions

JTBD - main web resource

HBR Article: The Customer-Centered Innovation Map

Strategyn: Jobs-To-Be-Done Framework

8 Things To Use in “Jobs-To-Be-Done” Framework For Product Development

Book: Competing Against Luck: The Story of Innovation and Customer Choice Hardcover – October 4, 2016 by Clayton M. Christensen  (Author), Karen Dillon  (Author), Taddy Hall  (Author), David S. Duncan  (Author)

Videos

Jobs-to-Be-Done - Prof. Clayton Christensen - Why do people hire the Milkshake?

Mad Men - The Carousel - Kodak Pitch - people buy the Kodak Carousel for emotional needs. The device isn't a space ship...its a time machine, nostaglia.

What is Jobs to Be Done Theory? - you can't understand people's needs until you understand their stories