Jobs-to-be-Done & Customer Education: Should You Use It?

When people find themselves needing a job done, they essentially hire products to do that job for them.

Clayton Christensen, author of the Innovator's Dilemma and Harvard Business School professor.

When you think about your reasoning for buying any product, whether for yourself or your employer, that's essentially the reason you buy it. You're "hiring" the product to do a job for you, such as make it easier to track sales, send emails, move products around your warehouse, or deliver courses to your customers. The Jobs-to-be-Done (JTBD) theory is good for building and marketing any kind of product, including customer education, so how can you use JTBD when you design customer education courses?

What is JTBD?

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