This Simple Trick Made Milkshake Sales Explode!

What is the Jobs to be Done framework? The JTBD is a powerful insight. Customers don't buy products. They hire them to do a job in their life. Think of a product like an employee. If it helps them make progress, helps them make more money, they're going to keep it. If not, they're going to replace it. Here's the classic story to bring it to life, a fast food chain wanted to boost milkshake sales. Of course they tried new flavors promotions and nothing worked. Christensen's team studied the behavior and asked, what job is the milkshake shake doing? It turns out commuters were buying milkshakes in the morning not as a dessert but as a portable breakfast, something quick in the morning to stay full on their drive to work. So the company made the shakes thicker and they added a longer straw. Sales increased by seven times in some locations. The best products win by doing the job better, not by having more features.