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What is the real 'job to be done'?



One of the classic strategic questions often asked is, "What business are we really in?" This question is crucial because it helps us focus our efforts on what truly matters and what people genuinely value.


๐—ฆ๐—ผ, ๐˜„๐—ต๐—ฎ๐˜ ๐—ถ๐˜€ ๐—ผ๐˜‚๐—ฟ ๐—ท๐—ผ๐—ฏ?


A thought prompt I frequently use is the idea that when someone buys a product, like a power drill, they don't want the drill itselfโ€”they want a hole in the wall. This concept extends to all buying decisions: people seek solutions, not products.


๐˜‰๐˜ถ๐˜ต, ๐˜ ๐˜ต๐˜ฉ๐˜ช๐˜ฏ๐˜ฌ, ๐˜ช๐˜ฏ ๐˜ต๐˜ฐ๐˜ฅ๐˜ข๐˜บ'๐˜ด ๐˜ธ๐˜ฐ๐˜ณ๐˜ญ๐˜ฅ, ๐˜ช๐˜ตโ€™๐˜ด ๐˜ฏ๐˜ฐ๐˜ต ๐˜ซ๐˜ถ๐˜ด๐˜ต ๐˜ข๐˜ฃ๐˜ฐ๐˜ถ๐˜ต ๐˜ฑ๐˜ณ๐˜ฐ๐˜ฅ๐˜ถ๐˜ค๐˜ต๐˜ด ๐˜ฐ๐˜ณ ๐˜ฆ๐˜ท๐˜ฆ๐˜ฏ ๐˜ต๐˜ฉ๐˜ฆ ๐˜ฉ๐˜ฐ๐˜ญ๐˜ฆ ๐˜ช๐˜ฏ ๐˜ต๐˜ฉ๐˜ฆ ๐˜ธ๐˜ข๐˜ญ๐˜ญ. ๐˜—๐˜ฆ๐˜ฐ๐˜ฑ๐˜ญ๐˜ฆ ๐˜ธ๐˜ข๐˜ฏ๐˜ต ๐˜ต๐˜ฐ ๐˜ญ๐˜ช๐˜ท๐˜ฆ ๐˜ฃ๐˜ฆ๐˜ต๐˜ต๐˜ฆ๐˜ณ ๐˜ญ๐˜ช๐˜ท๐˜ฆ๐˜ด.


๐—ง๐—ต๐—ฒ ๐—ฟ๐—ฒ๐—ฎ๐—น '๐—ท๐—ผ๐—ฏ๐˜€ ๐˜๐—ผ ๐—ฏ๐—ฒ ๐—ฑ๐—ผ๐—ป๐—ฒ'


Clayton Christensen's 'Jobs-to-be-Done' theory suggests that people 'hire' products or services to fulfill specific needs in their lives. For instance, with sports events, understanding why individuals attend or participate reveals they 'hire' tickets not just for entertainment, but for socializing, experiencing community, and belonging. Similarly, someone might join a social sport for health, stress relief, and that same sense of belonging.


๐˜ž๐˜ฉ๐˜บ ๐˜ช๐˜ด ๐˜ต๐˜ฉ๐˜ช๐˜ด ๐˜ถ๐˜ด๐˜ฆ๐˜ง๐˜ถ๐˜ญ?


Recognizing these 'jobs to be done' allows us to enhance experiences, offer engaging activities, and provide more value, ensuring greater attendee satisfaction and loyalty.


๐—ฆ๐—ผ, ๐˜„๐—ต๐—ฎ๐˜'๐˜€ ๐˜†๐—ผ๐˜‚๐—ฟ '๐—ท๐—ผ๐—ฏ ๐˜๐—ผ ๐—ฏ๐—ฒ ๐—ฑ๐—ผ๐—ป๐—ฒ'?


What are your sports and activities really providing for people? What do they truly want and need?


While sport is at the heart of what we offer, itโ€™s not all about the sport itself. 'Running', 'Triathlon', 'Football', 'Basketball', 'Tennis', 'the Gym'โ€”these labels define what we sell, but people seek more than just the activity.


It's not just the event, league, program, or membership. It's much more.


As experience providers, we're in a strong position today. Despite financial struggles, people are willing to invest in experiences rather than just more products they don't need.


Donโ€™t get me wrongโ€”we shouldn't overcomplicate things. Yes, people seek sports and activities, but it's also about fulfilling other needs they have. Each sport and activity is unique, with its own rules, rituals, and culture, but there are common needs across all sports activities.


Itโ€™s about understanding what needs youโ€™re fulfilling and ensuring people realize they can achieve them with you.


Thatโ€™s the job we need to be doing.


....


This mindset has helped my clients better serve their customers' needs and stay ahead in their market.


๐Ÿ‘Ÿ๐ŸŽพโšฝ๐Ÿ๐Ÿšดโ›ต ๐Ÿ‰ ๐Ÿ€ ๐Ÿ ๐Ÿ“ ๐Ÿ‘ ๐Ÿคธ๐Ÿฝโ€โ™€๏ธ


๐˜‹๐˜ฆ๐˜ด๐˜ช๐˜จ๐˜ฏ๐˜ช๐˜ฏ๐˜จ ๐˜ฆ๐˜น๐˜ฑ๐˜ฆ๐˜ณ๐˜ช๐˜ฆ๐˜ฏ๐˜ค๐˜ฆ๐˜ด ๐˜ธ๐˜ฆ ๐˜ค๐˜ข๐˜ฏ ๐˜ข๐˜ญ๐˜ญ ๐˜ฃ๐˜ฆ ๐˜ฑ๐˜ณ๐˜ฐ๐˜ถ๐˜ฅ ๐˜ฐ๐˜ง.


๐˜๐˜ง ๐˜บ๐˜ฐ๐˜ถ ๐˜ฏ๐˜ฆ๐˜ฆ๐˜ฅ ๐˜ฉ๐˜ฆ๐˜ญ๐˜ฑ ๐˜ธ๐˜ช๐˜ต๐˜ฉ ๐˜ต๐˜ฉ๐˜ช๐˜ด, ๐˜ฑ๐˜ญ๐˜ฆ๐˜ข๐˜ด๐˜ฆ ๐˜ญ๐˜ฆ๐˜ต ๐˜ฎ๐˜ฆ ๐˜ฌ๐˜ฏ๐˜ฐ๐˜ธ.


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