Man did not discover the wheel or countless other
life-changing innovations, … by analyzing market facts. Innovations are created by following a process of action design … that brings something new to lives that would be useful in a
particular job context.
Customer Jobs are the result of innovation,
seen from the customer’s point of view.
Why? Because, for consumers, innovation
doesn’t arrive fully formed like a new pair of shoes … Innovation is first of all a ‘hiring process’ … a process of hiring something new for a Job-To-Be-Done … where, the
to-be-done stands for progress.
A Job is not a psychological fact, like a need state, attitude, opinion, or belief.
It represents the result of an open-ended, to-be-done process … where new actions emerge as customers process market information during their shopping journey.