What Jobs Do People Hire a Job to Do?

Tianhe CBD, Guangzhou, China/Photo by Sofia Chen

When Clayton Christensen, the Professor from Harvard Business School, the author of the bestseller ‘The Innovator’s Dilemma: When New Technologies Cause Great Firms to Fail’ which was said to be among the top favorite books of the late Steven Jobs, founder of Apple, explained the JTBD (Jobs to Be Done) approach in the article ‘How to Hire Your Employer’, he suggested ‘to understand why consumers make the choices they do to pick one product or service over another, there for marketers is ‘a critical question to ask: What job did you hire that product to do?’

So, what if a consumer is a job hunter too? Read More