There has been much debate around the interpretation of the Jobs-To-Be-Done theory. Jobs-to-be-done, a concept popularized by Clayton Christensen. In 1999, Tony introduced Clayton Christensen to the idea that "people have underlying needs or processes in their lives, that they are addressing in some way right now" - an insight that was to become Jobs-to-be-Done Theory. Christensen suggested that when a company communicates the job a product is designed to do, it is also communicating what jobs the product should not be hired to do. View all Books > Disruptive innovation, a term of art coined by Clayton Christensen, describes a process by which a product or service takes root initially in simple applications at the bottom of a market and then relentlessly moves up market, eventually displacing established competitors. Download it once and read it on your Kindle device, PC, phones or tablets. Books Starting with the classic The Innovator’s Dilemma, Clayton Christensen has written some of the most insightful, influential, and talked-about business books of the past 20 years. Some argue “Jobs as a Progress” and some argue “Jobs as activities”. SARAH GREEN CARMICHAEL: That’s Harvard Business School professor Clayton Christensen speaking in London about his theory of jobs to be done. Jobs to Be Done: A Roadmap for Customer-Centered Innovation - Kindle edition by Wunker, Stephen, Wattman, Jessica, Farber, David. The Theory (with examples) In Clayton Christensen’s book, How Will You Measure Your Life, he talks about his jobs-to-be-done theory.The theory states that when a consumer (me or you) buys a product, they buy it to perform a particular job. His books are required reading for anyone seeking to harness the power of innovation for progress, transformation, and growth. After being introduced to Outcome-Driven Innovation® (ODI) in 1999, Clayton Christensen went on to popularize the underlying ODI theory in his best seller, The Innovator’s Solution, labeling it “jobs-to-be-done theory”. In 1999, Tony introduced Clayton Christensen to the idea that “people have underlying needs or processes in their lives, that they are addressing in some way right now”—an insight that was to become Jobs-to-be-Done Theory. But it reached a tipping point when Clayton Christensen & Anthony Uwick simplified the concept and popularised the term “Jobs To Be Done” in their books in 2016. Use features like bookmarks, note taking and highlighting while reading Jobs to Be Done: A Roadmap for Customer-Centered Innovation. CLAYTON CHRISTENSEN: McDonald’s, a number of years ago, as this idea of the jobs to be done was emerging, they decided that they needed to increase the sales of their milkshakes. According to Christensen, the school realized that the job an online student, who was probably serving in the military, raising a family, or working full-time, was trying to get done was very different from the job a newly minted high-school grad heading off to a four-year college was trying to do.