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Unleashing Innovation: Understanding 'Jobs to be Done' with the Innovator's Method

Innovation has become a key driver of success in today's rapidly evolving business landscape. To thrive, companies need to understand their customers deeply and identify unmet needs and pain points. The Innovator's Method, by Nathan Furr and Jeff Dyer, provides a systematic approach to innovation by focusing on the concept of "jobs to be done." In this blog post, we explore the power of this approach and how it can foster groundbreaking innovation in businesses.

Understanding the "Jobs to be Done" Theory

The "jobs to be done" theory asserts that customers "hire" products or services to fulfill specific tasks or goals in their lives. These jobs encompass functional, emotional, and social dimensions. By understanding the underlying jobs that customers are trying to accomplish, businesses can develop products and services that precisely meet those needs. This customer-centric approach provides valuable insights for innovation and aligns product development efforts with market demands.

According to Furr and Dyer (2014), the "jobs to be done" theory goes beyond traditional market segmentation by focusing on the functional, social, and emotional aspects of customer needs. By understanding the deeper motivations behind a customer's decision to "hire" a product, businesses can create solutions that better address their pain points and aspirations.

Identifying Jobs through Customer Research

Effective innovation starts with gaining deep insights into customers' jobs to be done. Furr and Dyer suggest employing ethnographic research techniques to observe and interview customers in their natural environments. By delving beyond surface-level interactions, businesses can uncover customers' latent needs, challenges, and desired outcomes.

Ethnographic research allows businesses to capture firsthand customer experiences, observe behaviors, and understand the context in which products or services are used. This qualitative approach helps reveal insights that can greatly inform follow-on quantitative research, leading to a more nuanced understanding of customers' jobs and the potential for innovative solutions.

Disaggregating Jobs into Sub-Jobs

Breaking down a job into its constituent parts, or sub-jobs, helps identify specific pain points and areas for improvement. This process allows businesses to gain a comprehensive understanding of customer needs and develop solutions that address each sub-job effectively. By focusing on these micro-level aspects, businesses can uncover opportunities to innovate within each sub-job and enhance the overall customer experience.

For instance, if the job to be done is "managing personal finances," sub-jobs may include budgeting, tracking expenses, and setting financial goals. By understanding the specific pain points and challenges within each sub-job, businesses can design targeted solutions that streamline financial management and alleviate customer frustrations.

Prototype, Test, and Learn

The Innovator's Method advocates for a rapid iteration approach, where prototyping and testing are integral parts of the innovation process. By building and refining prototypes, businesses can gather real-world feedback and validate assumptions, leading to the creation of more successful products or services.

Prototyping allows businesses to experiment with different concepts and gather feedback early in the development process. At this point in your experimentation, prototypes should be very inexpensive and rudimentary, seeking to get valuable customer input and narrow down the most critical pain points.  I’ve heard it said that if you are not at least a little embarrassed by your initial prototype, you probably took too long or spent too much on it. 

An iterative approach to prototyping minimizes the risk of investing significant resources into ideas that may not resonate with customers. Remember, you are looking for the pain points with the highest frequency and magnitude (shark bites vs mosquito bites!) By incorporating customer feedback into subsequent iterations, businesses can refine their offerings and improve their chances of achieving the best product-market fit.

Leveraging "Jobs to be Done" Thinking

Adopting the "jobs to be done" perspective can have a profound impact on innovation within an organization. It encourages a shift from a product-centric mindset to a customer-centric one. By focusing on customers' desired outcomes and the progress they seek to make in their lives, businesses can “work backward” to create transformative solutions that address fundamental needs more effectively.

Moreover, understanding the jobs to be done allows businesses to anticipate future customer needs and identify emerging trends. This proactive approach enables companies to stay ahead of the curve, continually innovate, and maintain a competitive advantage in the marketplace.


Innovation is no longer a matter of chance but a disciplined approach that requires a deep understanding of customers and their jobs to be done. The Innovator's Method, developed by Nathan Furr and Jeff Dyer, offers a systematic framework to identify customer needs, develop innovative solutions, and achieve market success. In my next post, I will focus on approaches to the next step in the process: determining the optimal feature set combination and assessing customer willingness to pay.


Furr, N., & Dyer, J. H. (2014). The Innovator's Method: Bringing the Lean Startup into Your Organization. Harvard Business Review Press.

Furr, N., & Dyer, J. H. (2014). Innovation Capital: How to Compete--and Win--Like the World's Most Innovative Leaders. Harvard Business Review Press.

Furr, N., & Dyer, J. H. (2014). Reinventing Innovation: Designing the Dual Engine of Growth. Harvard Business Review Press.