Competing Against Luck
The VMT Review
This is the most accessible full treatment of Jobs to Be Done theory. Its cases help readers understand that customers choose products to make progress under particular circumstances. Some readers may find the concept difficult to translate into immediate action without additional interview practice.
What the Reader Will Learn
Readers learn to investigate functional, emotional, and social dimensions of customer choice, understand the circumstances causing a purchase, and recognize the alternatives customers are “firing” when they adopt a new solution. It is especially valuable when founders define markets too broadly through demographics or product categories.