Jobs to Be Done Theory does not answer every question for a troubled product or service, but this does not mean that the theory should be easily dismissed. The biggest take away for Jobs to Be Done is that while many believe that success in innovation as being pure luck, the fact is there is a recipe that can steer innovation towards success.
If a person takes the time to ask the right question of why a person either hires or fires a product or service for a job, then that person can look at the product or service and determine if there is a way to increases the likelihood that the product or service will be hired by others. When examining the product or service the usefulness can sometimes point the direction if there is a way to improve or a new product or service is in order.
When examining the product or service the raw numbers of sales does not forecast success with product or services that are not one-time use. With products or services that are not one-time use, the continued use of the product is an important factor for success. If a product or service is only used once and then the owner fires the product or service for a different product or service or chooses to use nothing all together, then the success is not to be viewed as successful.
The customer might want additions to a product to “make it better”, but in many cases, the usefulness of the product can be degraded by adding items that might be useful but take away from the ease of use. In some cases, listening to customers has value, but make sure you ask the right questions of why they use the product or service in the first place before changing it.
Christensen, C., Hall, T., Dillon, K. and Duncan, D. (2016). Competing against luck. New York: HarperBusiness.