Theory

Jobs to Be Done

The theory that helps innovators understand how and why people make decisions. Everyone has Jobs to Be Done in their lives—the progress they’re trying to make as they strive toward a goal or aspiration within particular circumstances.

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Jobs to Be Done

Resource Library

The health benefits of hiring gratitude in “little” ways

Ann Somers Hogg
November 21, 2024
Job Moves: 9 Steps for Making Progress in Your Career

Ethan Bernstein, Michael B. Horn, Bob Moesta
October 21, 2024
Rest: Why are we so reluctant to hire it?

Ann Somers Hogg
October 17, 2024
How the history of electrification in the United States can help The World Bank’s ambitious plan to electrify Africa

Efosa Ojomo
August 22, 2024
How Jobs to Be Done can help you manage the seemingly unmanageable

Ann Somers Hogg
August 6, 2024
The Euphoria bellwether: How Jobs Theory may help fix the opioid epidemic in rural America

Emmanuelle Verdieu
July 30, 2024
The job of entrepreneurs is to manage these four risks

Efosa Ojomo
July 16, 2024
Is AI developing in the wrong direction?

Emmanuelle Verdieu
June 24, 2024
Why Jobs to Be Done Theory is helpful when evaluating GenAI’s use in health care

Ann Somers Hogg
June 24, 2024
How Antisemitism is changing how students choose college

Michael B. Horn
May 28, 2024
How African organizations can manage the continent’s scientific brain drain

Efosa Ojomo
May 21, 2024
Thursday Theory Tips—Uncovering unmet needs for innovation inspiration

Sandy Sanchez
May 16, 2024

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