The “Job to be Done” Theory (JTBDT) popularised by Clayton Christensen says that customers do not look for products and services, they look for solutions for a specific “job to be done”.

For example, a customer is not looking for a 2cm drill bit; but instead, a solution (a product or service) that will solve the ‘job to be done’ of making a 2cm hole.

Or for a cafe: is the job to be done to provide good quality coffee? Or is it to provide a place for people to connect and relax?

The JTBDT helps to focus a company’s attention on the underlying problem being faced by customers, and move away from a focus on the wrong thing – the specifications of the product or service.

More work needed to understand this in depth…