e look at the competition and consumers

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Ecome more efficient and innovation becomes more predictable and profitable. It works as a lens, through which we look at the competition and consumers differently, focusing on customer needs. With that point of view, we do not seek to understand what the public wants to buy: what matters is what it wants to solve. This perspective understands that people do not buy thinking about the product itself, but rather they buy it to help solve something

. "Jobs to be done," therefore, are life situations that consumers want to Chinese Australia Phone Number List change. Does an athlete need more motivation to run? So, buy a special shoe for that purpose. Does a couple need to get to know each other better? A dinner at a restaurant helps a lot. Does a family want more stability? Buy your own house. And there it goes. In general, all the tasks that people need to perform (or jobs that they need to solve) have a functional, social or





emotional dimension . Running shoes, for example, are objectively designed to fit the foot and run. However, a person can buy them to solve an emotional issue: the motivation that a pair of professional shoes provokes. It is up to companies, then, to identify what the motivating factors of their audience are and how products and services can help solve them. By doing this, they have a better chance of creating solutions that will be successful in the market. Where did it come from? The concept of Jobs to be Done was popularized by Clayton Christensen, known for his studies in innovation and professor of management at Harvard Business School. His fir