THE ORIGINATOR: THEODORE LEVITT
Harvard professor Theodore Levitt was famous for having realized that «people don’t buy a drill, but a quarter inch hole» – an insight around which management guru Peter Drucker built his thinking. It revolutionized marketing approaches worldwide, inspiring companies to focus on benefits rather than features. In fast-moving consumer goods, it became the mantra for product development, brand positioning and compelling advertising.
Levitt’s groundbreaking HBR article «Marketing Myopia» inspired us to start thinking in terms of «jobs-to-be-done».
PAVING THE ROAD TO INNOVATION
Clayton Christensen – the world’s foremost authority on disruptive innovation – introduced the JTBD logic to innovation: He emphasizes that people want to achieve a goal or a purpose, rather than wanting a technology or product. Today, leading JTBD practitioners like Tony Ulwick of Strategyn are building on Christensen’s insight. Thought leaders in disciplines such as Design Thinking, Lean Startup, Agile User Development and Business Modelling are discovering the value of the Jobs-to-be-done logic for their respective fields. A growing number of companies adopt it as a simple no-frills way to understand end customers.
TAKING JTBD TO THE NEXT LEVEL: THE CFI FRAMEWORK
Over 100 times applied, constantly improved. As creators of the Customer-Focused Innovation framework, we at Vendbridge have been systematically applying the Jobs-to-be-done logic for over 10 years. In fact, the founders of our firm have intuitively applied this kind of thinking when they first started out in consumer goods marketing. We constantly strive on improving CFI, working with companies and experts from a range of fields – always with an eye on making the JTBD logic more actionable, and solving today’s most challenging business issues.