The basic premise is simple enough, and Jobs-based thinking has led to a number of breakthrough innovations. Customer decision-making, however, is quite complex. Understanding the jobs that customers are trying to get done is an essential first step, but there are many other aspects of Jobs to be Done thinking that are important for understanding why customers will look for new products and what they will choose to get a job done. To more fully understand how customers make decisions about what to buy, we can look at three stages of the customer’s thought process — considering leaving an old solution, wrestling with the decision to hire a new solution, and choosing among potential new solutions.
Read the rest of David Farber's piece on Medium.