One Response

  1. Martin Chesbrough
    Martin Chesbrough at |

    Colin, I believe that JTBD is ALL about the emotional job and is 100% focussed on the human aspects of an individual’s circumstances. In the example you give with car insurance I believe that saying that the JTBD is “insure my car for less” is an incomplete analysis of the job. Depending on the individual and circumstances it might be around helping make an unreliable way of getting from A to B more reliable or it might be about preserving status with a new car at a reasonable price. It is possible that one of the alternatives to car insurance is a road recovery service or an easily available mechanic or a bus service, all depending on individual circumstance.


Leave a Reply