Perhaps the most recognizable application of the Jobs to be Done (JTBD) theory is the case study of its application by a leading fast food restaurant.
Here we share with you how, through the work of Clay Christensen and Bob Moesta, this fast food restaurant flipped the lens of how it viewed its consumers to unpack their switching moments and understand who they were really competing against, to ultimately unlock growth for the company.
The challenge with using ‘traditional’ customer data
When you first think about milkshakes, you might think that people buy them because they’re hungry, they like the taste or perhaps they like the consistency. If you asked them if they would like milkshakes with different thicknesses or flavors, they would most likely tell you “yes”.
However, you could change the milkshakes to meet what you think customers want – what they told you they want, only to find that this doesn’t cause customers to buy more milkshakes.
The way to increase sales of milkshakes isn’t to introduce new flavors, it’s to improve the product in such a way it does the “job” better for the consumer.