Jobs-to-be-done
The CFI approach is powered by Jobs-to-be-done. Jobs-to-be-done is the core logic that underpins every step of CFI.
Some of you might have heard the quote "People don't want a drill, they want a hole in the wall" by Ted Levitt. It encapsulates the core idea of Jobs-to-be-done.
However, there are two problems that immediately come up:
The quote is easy, but it's very hard to apply it to my case!
Do people really want holes in the wall? Don't they want to, say, hang up a picture?
Fair questions and problems that we will tackle soon with the CFI approach and it's tools.
In this chapter we first explain what Jobs-to-be-done is so. Even if you already have some experience with JTBD this chapter is worth it because you will see real cases from our practice.