Jobs to be done.

Marketing groups usually set about segmenting markets by one of two basic ways:

  1. By demographics, age, sex, education, income, with/without children, and so on, or,
  2. By product category, for example meat is usually segmented by breed, cut, pack size, price.

However, there is a third way, one that disregards the traditional segmentations, one that recognises the difference between cause and effect.

You do not buy fillet steak because you are a 35 year old graduate earning 150k +, with no children, you buy filet steak because you like it, or your partners  school friend is coming around for a BBQ, you buy it because it is the right product for the job to be done. Nobody buys a Ferrari to get from point A to point B, they buy a Ferrari to make a statement, as a car costing 10% of the Ferrari will offer reliable, relatively comfortable transport.

The marketing of every product can benefit from these simple questions, asked from the point of view of the prospective customer:

  1. What job do I want done?
  2. How will this product deliver on the job to be done?
  3. Which of the acceptable product options offers the best value, however the I define value in the circumstances?

About strategyaudit

StrategyAudit is a boutique strategy and marketing consultancy concentrating on the challenges of the medium sized manufacturing businesses that make up the backbone of our economy. The particular focus is on their strategic and marketing development. as well as the business and operational efficiency improvements necessary for day to day commercial survival. We not only give advice, we go down "into the weeds" to ensure and enable implementation.
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One Response to Jobs to be done.

  1. Pingback: Cottage cheese and the job to be done. | StrategyAudit

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