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Jobs-To-Be-Done (daslee.me)
12 points by daslee1969 on Nov 13, 2012 | hide | past | web | favorite | 3 comments

Let's assume for a second that Christensen is right and that the best products are just trying to help consumers do what they're already trying to with some other product. If that's the case, why does the consumer start trying to do something in the first place?

Can't there also be disruptive companies that create new technology that help consumers do something they had never tried to do before? or are all consumer aspirations decedents of a singular, universal desire?

Really good point. Christensen was always interested in finding causality in disruption, innovation. It's easy to look back in hindsight and say that X product tapped into a certain fundamental need but maybe in fact it helped them do something they never tried before.

Short answer - I dont know!

I also highly recommend Christensen's 2010 followup HBS article, "Integrating Around the Job to be Done." http://hbr.org/product/integrating-around-the-job-to-be-done...

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