Wednesday, 6 February 2013

Innosight Institute » Redefining the Jobs To Be Done of teachers

Innosight Institute » Redefining the Jobs To Be Done of teachers:

"Traditional business looks at the world in terms of product and service categories. But the Jobs To Be Done (JTBD) theory flips that perspective on its head. Instead of segmenting a market by product categories, JTBD looks at the world from the perspective of the customer and asks, “For what job is the customer hiring a product?” As a quick example, consider the success of Starbucks. It rose to become the biggest coffee shop chain in the world by thinking about how to fill the many jobs that arise in its customers lives, not just “I need a cup of coffee” but also “I want to be part of a lifestyle” and “I want a place to relax and socialize.” Looking at the world in terms of jobs helps companies build products that better meet the needs of customers."


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