Light up Your Marketing Efforts by
Focussing on the Jobs to be Done
Harvard marketing professor Ted Levitt famously said that “people don’t want to buy a quarter-inch drill. They want a quarter inch hole.”
Clayton M. Christensen, author of “Competing Against Luck,” expands on this idea, naming it the theory of “Jobs to Be Done.” “At its heart, Jobs Theory explains why customers pull certain products and services into their lives: they do this to resolve highly important, unsatisfied jobs that arise.”
The key to attracting (and understanding) customers is discovering the exact purpose (or job) they hired you to complete. Approaching this problem through a Jobs Done lens brings your customer’s intentions into clear focus.
For example, an instagram follower may hire you because they’re looking for something to occupy their time on a long metro ride to work or because they want to keep up to date on local events. Maybe they’re looking for ideas on how to decorate their home or perhaps they’re looking for fashion inspiration to help build their fall wardrobe.
This notion is not lost on us at KMG. At heart, we are less marketers than we are relationship-builders, data scientists, problem solvers. So while these concepts weren't altogether new, they give us a wonderful framework to think about how we deliver value to our clients.
I. Identify Your Competition
As your marketing partner, our goal is to position your brand as the clear choice over your competitors. There may be other entities performing the same function, but with a clear understanding of your market we are able to build a more attractive experience around your solution.
Looking at the competitive landscape through a Jobs Done lens “brings into sharp relief the true competition you face to be hired.” By understanding the true breadth of competition, even from outside your perceived industry, you are well positioned to outperform your competitors.
II. Keep Your Eye on the Job
We take pride in the products we create and like to focus on them as the be-all and end-all of a customer’s choice. However, when an organization acts as though they are “defined by the products and services they sell (“quarter-inch drills”) instead of the jobs that they solve (“quarter-inch holes”),” they lose sight of what initially attracted a customer.
Our goal is to clearly define your brand’s purpose at all levels of the company. When every team member clearly understands the goals and function of the company, they are empowered to work together and autonomously make decisions that position the brand for success.
III. Measure What Matters
Data is an incredible tool for a marketer. At KMG we’re focused on not only providing quantitative results, but continuing to provide passive data on customer behavior that illuminates how successfully we’re fulfilling the job at hand.
“Seemingly objective data about customer behavior is often misleading, as it focuses exclusively on the Big Hire (when the customer actually buys a product) and neglects the Little Hire (when the customer actually uses it).”
To fully understand how a customer engages with a product, we need to track more than the initial hiring moment (data that fits neatly into a spreadsheet) but also stay engaged with the customer’s experience.
At Kaleidoscope Management Group our mission is to “Bring the Complex into Focus.” If you would like to learn how the Jobs Done methodology can redefine your marketing efforts, contact us today. We work with our clients as a true extension of their marketing teams and can help you bring your brand’s purpose into focus.