The Jobs-to-be-Done Pyramid™ is a new model for product strategy, mapping customer motivation across domains of function, emotion, and identity. People don’t just buy products to perform tasks; they ...

When Henry Ford supposedly said, “If I had asked people what they wanted, they would have said faster horses,” he was pointing to a truth that still traps startups today: customers don’t buy features, ...

Jobs to be Done is a framework that analyzes products and services based on the real – and often hidden – reasons that a consumer buys. He or she “simply has a job to be done and is seeking to ‘hire’ ...

Forbes contributors publish independent expert analyses and insights. Renae Gregoire covers content marketing and great content experiences. Ready to turn your blog or content resource center into an ...