Jobs-to-be-Done

The theory of buyer behavior popularized by Clayton Christensen runs through this site. Start with these JTBD basics — then explore the full articles archive by topic.

Browse everything by topic on the articles page. Ready to dig into your customers? Work with me.

• Introduction to the Jobs-To-Be-Done Theory, Through Three Example Purchases
• Purchase Decisions: The Four Forces at Play
• The Number One Competitor of Your Product
• Changing Orbit: Selling Your Idea
• The Interview and the Timeline Diagram
• Digging the Purchase Story for Gold
• Try "When"
• What Questions Should I Ask During a Buyer Interview?
• How to Select Buyers for Purchase Story Interviews
• Do I Need to Address a Hard Struggle?
• Is Your Product a 'Yes', a 'No', or a 'Not Yet'? Showcasing: colorways.club
• What Does It Mean to Compete Against 'Nothing'? Showcasing: scheduleflowers.com
• Level 3 Sharpening: So You Can Rely Less on Sales
• When I Suspect My Product Is Purchased for New Use Cases
• Where Can I Learn More About Jobs-To-Be-Done?
• To Add Appeal, First Reduce Anxieties
• Level 3 Sharpening: Generate New Product Ideas
• No Longer Cheap: Jobs-to-be-done Made Me a More Confident Buyer