The "jobs to be done" or "products hired to do the job"
paradigm seems very old. But something strange
happens when you rather use the question "what job
does the product do for them?" instead of "what do
they want?" or "what is their benefit?".
Soon I will post something about how this paradigm
leads to different results compared to benefit-thinking or
consumer-expectations-thinking. Listening to this talk
helps to get a first understanding for this very simple
but effective way of thinking.
Here is a link to a short article in HBR: article
An here is a link to Professor Christensen's book on how innovation becomes successful when jobs-to-be-done-thinking is applied:
The Innovator's Solution: Creating and Sustaining Successful Growth