For example, in his book Christensen explains that the Hilti company has completely revised its model using the JTBD method.
Hilti sold power tools for professionals and kept adding new features to try to beat the competition. It was expensive and did not produce the desired results.
They took a step back and studied what their user wanted to accomplish. They realized that one of the "jobs" was simply to be able to drill the holes quickly and at the right size. But with a model based on tool ownership, the tool eventually wears out and the cost of replacement is a drag. The user, therefore, drags a defective tool along and loses time.
The innovation opportunity was delivered by the user, evolving Hilti's model to include services. Providing reliable equipment that withstands the test of time enabled Hilti to become one of the most profitable professional power tool companies on the market.
How to use the Jobs To Be Done framework?
How to improve your results with the Jobs-To-Be-Done
Human beings are programmed to survive AND evolve.
If you want to get something from someone, you must allow them to reach an ideal, a better version of themselves. Otherwise, why would he waste his time doing anything with you?
Good advertisers have understood this very well. Perfume ads don't sell you a product that smells good, they sell you a form of "ideal" that you could achieve, using their fragrance.
You are going to tell me that with the example of the drill that is actually used to make a hole in the wall my explanation makes no sense.
The example of the drill is in fact indicative of a pitfall to avoid. Jobs-to-be-done should not be seen as a simple task list and should not be considered only on a functional aspect.
If you want to take full advantage of jobs-to-be-done, you must integrate all the dimensions of the "job" your customer wants to accomplish. You have to understand all the desired outcomes he wants to get thanks to your product.