People don’t buy products or services – they hire them

Identify Jobs To Be Done

Often we approach creating something by starting with the question, “what do I want to create?”

While that works great for artists, the downside is that it can take longer to resonate with an audience of people.

If our goal is to create for an audience of people who want what we’re selling, that’s less a process of creation and more of a process of discovery.

Plenty of people have talked about Clayton Christensen’s “Jobs To Be Done” theory, including myself.

In this chapter, though, I want to show how you can reverse engineer an audience using this principle to get to a minimum viable audience as quickly as possible.

Jobs To Be Done Theory

Here’s a quick breakdown of the “Jobs To Be Done” theory:

People don’t simply buy products or services, they ‘hire’ them to make progress in specific circumstances.

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