There is much buzz about jobs-to-be-done and how it has changed the paradigm for new product innovation. But how can you benefit from it?

Harvard professor Clayton Cristensen came up with the concept that consumers don’t buy products or services but rather “hire” them to do a job. As product innovators, we should be asking ‘What job do consumers want to hire our product to do?’.

Using this framework changes your perspective and unlocks new thinking. But it is important to recognize that these ‘jobs’ are not only focused on functional tangible needs, but often relate to symbolic and emotional desires. This is where Protobrand can help.