Jobs to be Done

Your market discovery guide to unlocking business opportunities


What's in the Ebook?

When a customer is looking to purchase a product, they don’t necessarily want the product itself, but rather what the product can do for them. The German-American economist Theodore Levitt once said, “People don't want to buy a quarter-inch drill; they want a quarter-inch hole.”


We can expand this analogy by saying that customers don’t buy a drill just to make a hole. What they really want is to hang something up on their wall. A Job to be Done is just that: it is the transition that a customer is willing to undergo to get from their current situation to a better state.


Jobs to be Done get at the root of the equation. They understand the ultimate goal of the customer and allow researchers to ask the right questions to the right people to get the right answers.



What will you see in this content?

  • 01

    What are Jobs To Be Done

    • Jobs-As-Activities
    • Jobs-As-Progress
    • Jobs to be Done as a Research Strategy
  • 02

    Customer Obsession: What Triggers Your Customer?

    • Types of Jobs to be Done
  • 03

    Case Study: McDonald's Milkshake


“Customers don’t buy a drill just to make a hole. What they really want is to hang something up on their wall."

MJV Technology & Innovation


With 25 years of experience, MJV Technology & Innovation helps leverage business, foster innovation, and solve business challenges for some of the world’s largest companies.

With offices spread across Europe, the United States, and Latin America, our consultancy has a multidisciplinary team composed of more than 1000 professionals, including designers, engineers, anthropologists, data scientists, developers, entrepreneurs, advertisers, and journalists.

Our specialists aim to offer business intelligence to different market segments, proposing innovative solutions. Our DNA carries on collaborative work, Design Thinking, and Agile Mindset, which guide our processes and projects.


MJV is structured around 5 pillars that work in complete synergy and always keep human-centricity at the forefront:


Technology Consulting

Development and implementation of personalized services in the areas of Business Analytics, IT, and Internet of Things (IoT).

Professional Outsourcing

Allocation of UX, UI, Marketing, and IT Professionals, with the strategic and operational monitoring of MJV, optimizing deliveries.

Digital Strategy

Development and Implementation of corporate strategy and User Experience, placing Digital Transformation as the guiding thread of the business

Business Innovation

Development and Implementation of innovative solutions to reduce costs, increase and generate new revenues, and develop new business models.


Development and implementation of positive impact solutions, considering aspects of the entire ecosystem, looking at business, people, and the planet.