Clay Christensen: The Jobs to be Done Theory
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- เผยแพร่เมื่อ 7 พ.ย. 2019
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What is the "Job" of a McDonald's milkshake? That's what Harvard Business School professor and disruptive innovation expert Clayton Christensen asked when McDonald's approached him looking to innovate on their milkshake product line. By uncovering the Jobs to be done by a McDonald's milkshake, they realized that the market for milkshakes was actually seven times larger than they had thought.
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#hubspot #ClayChristensen #jobstobedone
Sales Enablement Lesson: Using the 'Jobs to Be Done' Framework: clickhubspot.com/ckp
This person's goodness was palpable through the sound of his voice and the sincerity in his eyes.
#RIP Professor Clayton. You will forever be missed.
This guy is my hero, his books and theories disrupt all industries in the last 20 years. Such a great mind and human being
Yes. A real legend. RIP Clay
Such a great mind and person. So sad to see you go. THANK YOU for teaching us all! Dr. Rob Nelson
Fantastic. A real product value concept pretty well shown!
Great perspective to see the things!
A real legend. Sadly missed by us.
I've never wanted a milkshake less
To the best of my knowledge, this is the first instance where the late Clayton Christensen is revealing the name of the company "McDonald's". Clay has explained this milkshake story in two books: The Innovator’s Solution (2003) and Competing Against Luck (2016).
The name of the company is not revealed in these books. The XYZ company never approached Clay. Clay learnt about this case from a couple of marketing consultants in the mid-1990s. The XYZ company did not act on these product recommendations. I wonder how Clay said that the "result was 7 times bigger"...may be, they piloted or may be I am missing out something. Years later Clay synthesized this milkshake idea and Tony Ulwick's outcome-driven innovation idea into "Jobs-to-be-Done Theory".
I really enjoyed the analogies of this video and the milkshake being a job.
Excelente matéria
Its an exceptional video
I understand all the testing they did to discover the 'job to be done' here, but what I do not understand is how milkshakes are being consumed for breakfast. What?! People feel guilty eating a Snickers bar but not a milkshake.
Great book. Cool study. But wtf
This is definitely a US-only story, where adults eat baby food for breakfast
@@ericvanwijk861 "baby food" , I like it
The SAD diet standard American diet
@HubSpot: What job does HubSpot get done? What are the competing bagels?
Esse vídeo é genial
Get that dude a smoothie and we got another 7min video!
Read his book and change my career. Clay was a Christ-like and loving man that was too good for this world.
One more reason to empower employees and let them observe,, they are your 24 by 7 cameras to observe and understand customers
Well said!
It would have been nice to hear how they changed the milkshake and the way it is marketed it, based on these insights
Unfortunately, they didn't. They weren't able to motivated enough to figure out how to change the milkshakes. However, if you read his book "Competing with Luck" it highlights other companies that have implemented this concept to great success.
@@jonathanshrago6437 There were different jobs to be done for different times of the day. In the morning, that may have worked, in the evening it may not have.
as a housesitter in london for ricj people blendi something in tha hour for that job hasrd find why ask yourself that question as a siuth african in that qualification push back rewrds
Amazing ideology. RIP great man.
But what was the solution they implemented? The size?
As far as I know, they made milkshake more thicker so milkshake will accompany your drive much more longer . In addition, they definitely changed the communication at QSR.
@@taylanyuksek2844 Nice Taylan, thanks for the explanaiton... By the way, what is QSR? Haha, don't think I'm dumb, I'm just out of context.
@@guillermocortes6138 ahah I dont think in that way. Quick service restaurant.
WOW🤩👌👌 What is : The JOB to be done...that your product/service is addressing? #Food4Thought
Professor miss you 😡😡😡😡
I often get told by my wife about jobs to be done. This isn’t what she meant and now she’s annoyed I spent time watching videos rather than doing them. Can someone help?
Davi braga
so the consensus is that americans think of milkshakes as a sensible breakfast
ok, but how McDonalds Increased sales knowing this?
They made it thicker. That way, it keeps you working on it for even longer during that long commute, so it does the job better.
Hiring milkshakes and donuts? That seems like odd terminology to me. Do they give them back?
Usually people get it. You did not.