Innovating for Success: How Jobs-to-be-Done Theory Drives Customer Experience


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Innovation is the heartbeat of progress, propelling industries forward and enhancing our lives in ways we could never have imagined. One of the most influential thinkers in the realm of innovation and its impact on customer experience is Professor Clayton Christensen, renowned for his groundbreaking theory of “Jobs-to-be-Done” (JTBD). This theory has not only revolutionized how businesses approach innovation but has also shed light on the intricate relationship between innovation, customer experience, and job satisfaction.

Understanding the Jobs-to-be-Done Theory

Professor Christensen’s JTBD theory delves beyond traditional product-centric approaches to innovation. Instead of focusing solely on features and functions, JTBD encourages businesses to analyze the “jobs” customers are hiring products or services to do. In essence, customers “hire” a product to fulfill a specific task or job in their lives. This shift in perspective has far-reaching implications for innovation and customer experience.

Impact on Customer Experience

The JTBD theory underscores the importance of understanding the underlying motivations and needs that drive customers’ choices. When companies grasp the core “jobs” their products are being hired to accomplish, they can craft solutions that align more precisely with customer expectations, thereby improving the overall customer experience.

Consider the example of Apple’s iPhone. Instead of merely designing a phone with advanced features, Apple identified the core “jobs” customers needed: communication, information access, and entertainment. By addressing these fundamental needs, Apple has consistently delivered a superior customer experience that goes beyond technical specifications to encompass a seamless and holistic solution.

Here are some industry examples:

Let’s explore a few industry examples that showcase the power of JTBD theory in shaping customer experience through innovation:

1. Fast Food Industry: McDonald’s applied JTBD thinking when they introduced their drive-thru service. Recognizing that customers often sought convenience and speed when grabbing a meal on the go, the drive-thru was designed to fulfill the job of “quick and hassle-free dining.”

2. Ridesharing Services: Uber disrupted the taxi industry by understanding the job of “getting from point A to point B conveniently.” By offering a user-friendly app that connects riders with drivers and simplifying payment, Uber enhanced the overall experience of traveling short distances.

3. Streaming Services: Netflix transformed the way we consume entertainment by addressing the job of “finding and enjoying on-demand content.” Their personalized recommendations and binge-watching-friendly interface cater to the customer’s desire for easy access to entertainment.

In all these cases, businesses identified the fundamental jobs customers needed to fulfill and innovated their offerings to better align with those needs, resulting in enhanced customer experiences.


The Jobs-to-be-Done theory introduced by Professor Clayton Christensen has redefined the way businesses approach innovation and customer experience. By focusing on the fundamental tasks customers are “hiring” their products to accomplish, companies can create solutions that resonate more deeply with their audience. This shift from product-centric to customer-centric thinking has proven to be a game-changer in various industries, leading to enhanced customer satisfaction, brand loyalty, and long-term success. As we continue to navigate the ever-evolving landscape of innovation, the JTBD theory serves as a guiding light, reminding us that understanding our customers’ needs is the key to unlocking a brighter and more customer-focused future.

Luke Soon
Luke is a business transformation professional with over 25 years’ experience leading multi-year human experience-led transformations with global telcos, fintech, insurtech and automotive organizations across the globe. He helps clients activate their Purpose by monetizing innovation and building new revenue streams (experience equity), starting with their why. His personal purpose is to install the primacy of humanity in the experience economy and exponential age.


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