The Customer's Real Job
Translate a locksmith request into the functional, emotional, and social job behind it.
Why the named product is not the whole job Jobs to Be Done says customers hire products and services to make progress in a circumstance. For locksmiths, the functional job may be open the door, rekey after a move, or control staff access. The emotional job may be feel safe after a breakup or stop worrying about a lost key. The social job may be look professional to tenants or reassure a spouse. The mechanism A lock is not one value proposition. The same deadbolt can be bought for convenience, security, compliance, or peace of mind. When the technician hears…
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