Before starting a business, a future business owner must have a clear understanding of what he or she will be selling or providing and why. Christensen’s book helps them answer the second part of that question with its Jobs Theory outline. The Jobs Theory, invented by Christensen, asks business owners and entrepreneurs to look at the product or service they’re offering and answer: What ‘job’ is a customer ‘hiring’ this product or service to complete? Asking this question allows business owners to truly step into the shoes of their customers and understand why they’re making the decisions they do.
Contributor: Keri Lindenmuth