We’re covering market definition in class this week, so it’s time to pull from the archives …
Sounds like an easy question with an obvious answer, right?
Sometimes, properly defining the market is a stumbling block for strategists.
Harvard guru Clayton Christensen tries to cut to the crux with a simple principle:
People “hire” products to do “jobs”
The jobs are situation-specific problems that customers have to resolve.
Christensen says that the best way to define (and segment) is based on “jobs to be done”.
He calls the approach “milkshake marketing” …. the 5-minute video explains why.
Here’s a more rigorous definition of the “Jobs to be DOne” Framework …
From the Clayton Christensen Institute