Startup companies all grapple with the same issue at first. They are trying to find that magical product offering and marketing effort that will be the turning point which causes revenue to skyrocket. Well, Clayton Christensen et al. have been researching successful startup companies to determine exactly what conditions typically exist right before that turning point.
What he has found is that companies typically experience a marketing breakthrough immediately prior to their phases of rapid growth. This marketing breakthrough is the discovery of the key “job to be done” that customers have for which they “hire” the product they are purchasing. This breakthrough represents a shift away from the ordinary marketing mind set.
Most companies complete their marketing segmentation in one of two ways:
Customer Segmentation - Customers are grouped by a set of observable characteristics that correlate with the value of the product to them. A commonly used customer segmentation is psychographic segmentation. For example, one psychographic segment might be wives who like expensive, luxurious handbags.
Product Segmentation - Products are grouped according to various categories along a spectrum of cost and functionality. For instance, consider Toyota’s assortment of sedans and trucks: corolla, camry, avalon, tacoma, etc.
Christensen’s latest research suggests that perhaps an alternate mind set might be useful. Instead of matching the product to the customer type or product category, match the product to the job the customer has when he or she goes looking for the product.
For example, consider a store selling milk shakes. Traditional marketing strategies would suggest matching the qualities of the milkshake to the preferences of the customer. This, however will result in the averaging of a wide variety of different preferences resulting in a vanilla, one-size-fits-none product. On the other hand, if the product is matched to the job the customer has for the product a different strategy emerges.
A little ethnographic research will reveal that one of the main reason people purchase milkshakes in the morning is so they have something interesting to do in their cars during their commute. (Believable, but hardly intuitive.) The “job” that the customer has is for something fun and entertaining to occupy him or her on the way to work. Once armed with this information, it is possible to make killer product decisions which greatly increase the value of the product to the customer. In this case, the thickness of the milkshake can be increased so that the milk shake takes longer to drink. Chunks of fruit can be added to the drink so that periodically … thunk … a fun and interesting piece of fruit flies up the straw. Also, a quick serve line can be added so that customers can get their milk shakes in a hurry when they are running late.
The point is this, if you are able to discover the “job” that your customer is hiring your product to do. You will be in a much stronger position to capitalize on improvements that can increase the value proposition of your product. If not, you run the risk of tailoring your product to fit the wrong market, or worse creating a one-size-fits-none vanilla milkshake.
