How to profile your Customers with a modified Clayton Christensen’s ‘Job-to-be-done’ Framework

For companies looking to tailor your marketing messages directing to the right customer profiles, looking at using the “Job-to-be-done” template with ad-lib could be a potential idea for your next campaign.

Clayton Christensen, renowned Professor from Harvard, spoke about the “Job-to-be-done” framework. His classic milkshake case study is a great example to represent this framework. Additionally, Jeff Bezos (CEO of Amazon) emphasized that we have to be obsessed with our customers, not competitors. Couple of years back, Alex Osterwalder (author of the popular ‘Business Model Generation’ book) came up with another book titled ‘Value Proposition Design’. In his book, he has classified customer jobs into 4 different Categories, namely:

1. Functional Jobs; e.g. eat healthy as a consumer, write a report, help clients as a professional.
2. Social Jobs; e.g. look trendy as a consumer, be perceived as competent as a professional.
3. Personal or Emotional Jobs; e.g. seeking peace of mind regarding one’s investment as a consumer, achieving the feeling of job security at one’s workplace.
4. Supporting Jobs; (1) Buyer of Value (e.g. compare offers, deciding products, completing a purchase), (2) Co-creator of…