Chapter 2

Do people buy for function, or how they're seen?

Khách mua vì công dụng, hay vì hình ảnh bản thân?

The chapter's question

What dimensions of progress do customers seek?

Big idea

Every purchase involves functional, emotional, and social jobs.

In this chapter

  1. Part 2.1

    Functional Jobs

    How many functional jobs of your product can you write as verb, object, context?

  2. Part 2.2

    Emotional Jobs

    Which negative feeling do at least 2 of the 3 customers you ask want to avoid?

  3. Part 2.3

    Social Jobs

    Which line in your customer reviews shows how buyers want others to see them?

The reading for this chapter is inside Conan School

This chapter has 3 readings, with case stories and exercises. Chapter 1 of Jobs to be Done - The Innovation Framework is free to read right here.

Read in Conan School

Chapters of Jobs to be Done - The Innovation Framework

  1. 1.Is my real rival a product like mine?
  2. 2.Do people buy for function, or how they're seen?
  3. 3.Does asking customers reveal what they need?