<aside> 💡 The following are core principles that if followed will dramatically reduce product, service, experience, or business model failure rates while increasing success by a factor of 5 or more.

</aside>

<aside> <img src="notion://custom_emoji/b06d51a3-1fb4-4a23-a932-3021ed667a7c/189e6d14-2d05-80a0-8c30-007a8946b1e4" alt="notion://custom_emoji/b06d51a3-1fb4-4a23-a932-3021ed667a7c/189e6d14-2d05-80a0-8c30-007a8946b1e4" width="40px" />

Download the PDF 👇🏻

10 Principles of Jobs Theory.pdf

</aside>

▶ when you see this symbol, it is a toggle to expand content. Click it to see more detail

• Principle 1: People purchase products and services to (fully or partially) enable a specific goal or objective (a Job)
• Principle 2: Jobs have functional focus, as well as emotional and social dimensions
• Principle 3: A Job-to-be-Done remains consistent over time
• Principle 4: A Job-to-be-Done is independent of specific solutions
• Principle 5: The key to success lies in focusing on the “Job” as the primary unit of analysis
• Principle 6: Comprehensive insight into the customer’s Job enhances marketing and predicts innovation success
• Principle 7: Customers prefer products and services that enhance Job performance (efficiency and accuracy)
• Principle 8: Customers prefer comprehensive solutions on a single platform - that get the job done completely differently than before, and with fewer features
• Principle 9: Innovation predictability rises when we redefine customer needs as success metrics
• Principle 10: A market constitutes a group of people who are trying to get the same job done