Job Behind the Product

Why do people buy milkshakes in the morning? It's not because they are hungry or because they love the taste. It's because they have a long, boring commute and need something to keep them occupied with one hand while driving. This famous insight from Clayton Christensen illustrates the "e;Jobs to be Done"e; theory: customers don't buy products; they "e;hire"e; them to make progress in their lives....