Karen Dillon will help you figure out your job. Not your profession – the “job” that your customers are trying to accomplish. “Jobs To Be Done” theory, as described in “Competing Against Luck: The Story of Innovation and Customer Choice” (HarperCollins, October 2016), co-authored by Clay Christensen and Dillon, explains this kind of job: it’s the progress your customer wants to achieve when they’re struggling. It can be small, like bottled iced coffee as a more convenient way to perk up in the morning, or huge, like the almost universal switch from film to digital photography.
American Girl doesn’t just sell dolls; it sells stories steeped in periods and places in U.S. history. With its Reese’s Minis, Hershey’s isn’t only marketing candy; it’s selling an easy…