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Learning from “jobs to be done”

Big data has made it possible for businesses to collect vast quantities of information about customers’ buying habits, geographical info, online interactions and much more. But while this method reveals patterns and correlations, it falls short of highlighting what people want to achieve through their choices.

The jobs to be done theory, coined by Harvard professor, Clayton M. Christensen, examines the much more casual, human drivers behind consumer choices. Why does customer X from Manhattan buy a newspaper every Wednesday? Not because his location, shoes size or car brand match 100,000 other New Yorkers. But because he takes a domestic flight once a week and has time to relax with a broadsheet. What can the publisher do? Make papers available along the main passenger trajectories at airports.

Thinking with a jobs to be done approach can give us great insight into what people need from a facility like The Loop. By looking at the nuances of how people interact (or don’t) with a space, we can adjust in the right direction. For example, why do some people choose to hold meetings out of the office? How can we replicate what leaving solves? Cosier seating, fresh air, faster Wi-Fi, better coffee?

Read more about the jobs to be done theory.

– The Loop

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