A framework, popularized by Clayton Christensen, that says customers 'hire' a product to make progress in a specific situation. Understand the job and you understand the real competition.
When defining messaging, building product pages, finding new segments, or when demographic personas are not explaining why people buy.
Christensen's milkshake study: morning commuters hired a thick shake to make a boring drive bearable and keep them full until lunch; a CRM hired to stop deals slipping, not to 'manage contacts.'
A sharp research and messaging play for B2B, SaaS and consumer products. Flagged when the 'job' is invented in a workshop instead of drawn from customer interviews.
