Clay Christensen: The Jobs to be Done Theory

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.

📔 Favorite Free Certification Courses:

• Social Media Marketing Course:
• SEO Training Course:
• Inbound Course:
• Inbound Marketing Course:
• Email Marketing Course:
• Inbound Sales Course:
• Taking your Business Online Course:

About HubSpot:
HubSpot is a leading growth platform with thousands of customers around the world. Comprised of a Marketing Hub, Sales Hub, Service Hub, and a powerful free CRM, HubSpot gives companies the tools they need to grow better.

HubSpot Academy is a worldwide leader in free online training for inbound marketing, sales, and customer service professionals. We specialize in comprehensive certifications, singular topic courses, and bite-sized lessons for professionals looking to grow their career and business.

#hubspot #ClayChristensen #jobstobedone

[alessandroSantoro]

This person's goodness was palpable through the sound of his voice and the sincerity in his eyes.

[Tunisiatravelblog]

This guy is my hero, his books and theories disrupt all industries in the last 20 years. Such a great mind and human being

[jahanzebkhan]

#RIP Professor Clayton. You will forever be missed.

[ts-krishnan]

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".

[robertnelson]

Such a great mind and person. So sad to see you go. THANK YOU for teaching us all! Dr. Rob Nelson

[sergiosantos]

Fantastic. A real product value concept pretty well shown!

[joshheuring]

I've never wanted a milkshake less

[iamQ]

Get that dude a smoothie and we got another 7min video!

[FreedomrBust]

Read his book and change my career. Clay was a Christ-like and loving man that was too good for this world.

[suniceoffice]

It would have been nice to hear how they changed the milkshake and the way it is marketed it, based on these insights

[JillRiedstra]

I really enjoyed the analogies of this video and the milkshake being a job.

[officekirit]

One more reason to empower employees and let them observe, , they are your 24 by 7 cameras to observe and understand customers

[ColeLam]

Did they ask if the paper straw can do the job of needing to handle 23 minutes of milkshake?

[brennaskattebo]

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

[StevenLoepfe]

@HubSpot: What job does HubSpot get done? What are the competing bagels?

[Unknown-ptxe]

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?

[luccalima]

ok, but how McDonalds Increased sales knowing this?

[danduley]

is there any milk in McDonalds shakes?

[KiranVarri]

WOW🤩👌👌 What is : The JOB to be done...that your product/service is addressing? #Food4Thought

[guillermocortes]

But what was the solution they implemented? The size?