Jobs to Be Done: Understanding Why Your Customers Choose Your Product

Customers “hire” products, services, and experiences to do a "job.” This insight is the core of Clayton Christensen’s Jobs to Be Done theory and one of the most effective ways to understand customer neeeds and evaluate desirability, feasibility, and viability.

In this hands-on session, led by Mike Taylor, Director of Venture Creation, you'll learn how to apply Jobs to Be Done to reframe your products or services from the user's perspective. Emerging founders, early-stage startups, and anyone exploring a new idea will benefit from this session.

Key Takeaways:

• Understand how to apply the Jobs to Be Done theory
• Refine the value you provide to customers
• Gain new perspectives to strengthen customer discovery

ORGANIZER:

The MSU Research Foundation supports the Michigan State University ecosystem with resources that increase the impact of research and innovation. The Foundation achieves its mission through grant programs that contribute over $15 million annually to the University, entrepreneurial programming and early-stage investments that accelerate technology transfer and startup growth throughout Michigan, and environments where startup businesses and collaborators can thrive. The Foundation's work is made possible through its stewardship of a flexible and sustainable endowment, nourished by over 50 years of licensing revenues and investment returns.