📝 SESSION 2: The Jobs-to-be-done framework

Milkshakes and long commutes

Let’s talk about milk shakes.🥤

The origin of Jobs-to-be done is the milkshake consulting project

A company wanted to improve sales of their milkshakes.

They made it thicker, changed the taste, changed the price - nothing worked.

Along with the product changes, they marketed the product attributes: “Our milkshakes are creamier, thicker, tastier, cheaper”.

Clayton Christinsen, Bob Moesta, and their team were hired to investigate what is driving milkshake sales and what could be learned to market them more efficiently. One thing they observed first was that a lot...