Job Theory: The Mechanism of Consumption that Makes Innovation Predictable (HarperCollins Nonfiction)
Cases discussed in this publication
IKEA, General Motors (GM), Southern New Hampshire University, Procter & Gamble (P&G), Air B&B, Amazon, and others.
Procter & Gamble (P&G), Airbnb, Amazon, etc.
From the Table of Contents
Introduction Why "hire" this book?
Getting Better at Being Wrong / What Job Did You "Hire" That Product For?
[Part 1: Overview of Job Theory]
Chapter 1 The Milkshake Dilemma
Morning Milkshake/Margarine Resume/Job Theory and Innovation
Chapter 2: Progress, Not Product
How to Think, Not "What" / Defining Jobs / Functional, Social, and Emotional Complexity / What Jobs Are, Not Jobs / How to Identify Jobs / Changing Competitive Forces / Limitations of Job Theory / The Copernican Turn
Chapter 3: Buried Jobs.
Competing with Nothing/Job Applicability is Deep and Wide/Jobs in B2B/Double the Price, Half the Functionality/Jobs in the Life of the Customer
[Part 2: Depth and Potential of Job Theory]
Chapter 4 Job Hunting.
Where are the jobs? /1Look for jobs close to your life / 2Compete with non-consumption / 3Measurements in between / 4What to avoid if possible / 5Unexpected uses / Emotional considerations / No need for magic
Chapter 5: Listening to What Customers Don't Say
Creating the Customer's Story/ The Path to Mattress Purchase/ Behind the Impulse Buy/ Advil, Red Bull, or a New Mattress/ Jobs and Insights
Chapter 6: Writing a Resume.
Decoding the Job/Experience and Premium Pricing/Removing Obstacles/Uber Experience/How to Tell You're Right for the Job/Purpose Brand
[Part 3: Organization of "Jobs to Clean Up"]
Chapter 7: Job-Centric Integration.
The Secret Sauce / Creating a Job-Centered Organization / What Can Be Measured Can Be Done / OnStar Jobs
Chapter 8: Keeping an Eye on Jobs.
Three Fallacies of Innovation Data/1 Active vs. Passive Data Fallacy/2 Apparent Growth Fallacy/3 Fallacy of Confirmatory Data/Data Sources Create Problems/Capturing Passive Data Actively
Chapter 9: Job-Centered Organization
The Intuitive Operations Notebook / The Two-Sided Compass / Measuring What Matters / Jobs Changed Everything / Never Lose Context
Chapter 10: The Future of Job Theory
Can we really call it a theory / When theories are "wrong" / Limitations of theories / Depth and breadth of application of job theory / Personal jobs / Public education / Health care / Jobs in life / With job theory
