声音简介
Through my research on innovation for the past two decades,my colleagues and I have developed a theory about this approach to marketing and product development,which we call“the job to be done.”The insight behind this way of thinking is that what causes us to buy a product or service is that we actually hire products to do jobs for us.
What do I mean by that? We don't go through life conforming to particular demographic segments: nobody buys a product because he is an eighteen- to thirty-five-year-old white male getting a college degree. That may be correlated with a decision to buy this product instead of that one,but it doesn't cause us to buy anything.Instead, periodically we find that some job has arisen in our lives that we need to do,and we then find some way to get it done.If a company has developed a product or service to do the job well, we buy, or “hire” it, to do the job. If there isn't an existing product that does the job well, however,then we typically make something we already have, get it done as best we can, or develop a work-around.The mechanism that causes us to buy a product is“I have a job I need to get done, and this is going to help me do it.”
My son Michael recently hired IKEA to do a job that had arisen in his life— which helped me understand why the company has been so successful.He was starting with a new employer in a new city after having lived on a student's budget for several years, and called me with a problem: “Dad,I'm moving into my apartment tomorrow, and I need to get it furnished.”/
一份工作？
通过我过去二十年对创新的研究，我和我的同事们形成了关于营销和产品开发方法的理论，我们称之为“要做的工作”这种思维方式背后的基础是，导致我们购买产品或服务的原因，我们实际上是雇佣产品为我们做工作。
我为什么这么说？我们的生活并不符合特定的人群:没有人购买产品是因为他是一个18到35岁的，获得大学学位的白人男性。这可能与决定购买这种产品而不是那种产品有关，但这不是让我们购买东西的理由。相反，我们偶尔会发现生活中出现了一些我们需要解决的问题，我们就想办法去做。如果一家公司开发了一种产品或服务能完成这项工作，我们会直接购买或“雇佣”它。然而，如果没有一个现有的产品，那么我们会根据我们实际有的东西，通过我们的努力让它能够为我们所用，或者有另一个变通的方案。我们购买产品的动机是“我有一件事情要做，这产品能帮助我完成。”
我的儿子迈克尔，最近买了宜家布置她的新家——这让我理解了为什么这家公司如此成功。在靠预算过了几年学生生活后，他在一个新的城市开始了新的工作，他打电话给我，问了一个问题:“爸爸，我明天要搬进我的公寓，我要买家具。”
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