Hidden Growth Opportunities: How Jobs to Be Done Reveals What Customers Really Want

Seeing Markets Through the Jobs Lens

Traditional market definitions often overlook customers who choose not to engage because no product fits their job well. These nonconsumers represent a reservoir of untapped potential.

Case Study: Adult Online Education

By understanding the unique jobs of adult learners — balancing work, family, and education — one university unlocked explosive growth by tailoring programs to these needs.

Emotional and Social Dimensions

Customer jobs often involve deep emotional struggles and social contexts, such as a family’s anxiety about moving homes. Recognizing these aspects leads to more empathetic and effective innovations.

Reframing Competition

Jobs theory reveals that competition often extends beyond traditional industry boundaries. For example, a smoker’s break competes with social media usage as alternative ways to take a break.

Job Hunting Strategies

Observing customer workarounds and frustrations helps identify unmet jobs. Listening beyond words and understanding emotional drivers are key skills.

Organizational Alignment

To capitalize on hidden opportunities, companies must organize teams and processes around customer jobs, fostering collaboration and focus.

Conclusion

By embracing the Jobs to Be Done perspective, businesses can uncover hidden growth opportunities, create meaningful solutions, and build lasting customer relationships.