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 power and simplicity of Job to Be Done theory

Efosa Ojomo
October 5, 2021
Join our post-COVID innovation webinar: Navigating pathways to progress

Christensen Institute
July 29, 2021
The K–12 improvement imperative: Pathways to adopting continuous improvement

Thomas Arnett
March 9, 2021
3 lessons for innovators from a tiny car’s colossal failure

Lincoln Wilcox
November 19, 2020
Successful decision-making during uncertainty: Four pathways for school system leaders

Thomas Arnett, Bob Moesta
October 26, 2020
Homemade masks, workarounds, and opportunities to innovate

Jessica Plante
May 7, 2020
How an “umbrella with four wheels” got France rolling again after WWII

Lincoln Wilcox
September 26, 2019
There’s a better solution to America’s immigration crisis

Lincoln Wilcox
September 19, 2019
Choosing College: How to Make Better Learning Decisions Throughout Your Life

Michael B. Horn
June 28, 2019
A how-to guide for taking the guesswork out of innovation in emerging markets

Efosa Ojomo
June 6, 2019
To help customers be well, a former weight-loss company thinks beyond the scale

Christina Nuñez Ross
February 22, 2019
M-Pesa: A tale of global prosperity

Christensen Institute
December 18, 2018

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