Stop Guessing: The Real Reason People Buy (Clayton M. Christensen, Karen Dillon, Taddy Hall, David S. Duncan)
Think about the last thing you bought. Did you swipe your credit card because of your age, income, or zip code? According to legendary Harvard Business School professor Clayton Christensen, building products based on traditional demographics is a recipe for failure. In today’s briefing, we unpack the revolutionary "Jobs to Be Done" theory. Through an iconic study about morning milkshakes, you'll discover the counter-intuitive truth of consumer psychology: you don't buy products, you "hire" them to do a specific job.
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