0:12 Hi, my name is Klay Christensen and I'm
0:14 a professor at the Harvard Business [Music]
0:22 School. I brought with me a set of
0:31 We decided that the way we teach
0:35 marketing is at the core of what makes
0:38 motivation difficult to achieve. The
0:40 most helpful way we've thought of it so
0:43 far is that we actually hire products to
0:48 do things for us. And understanding what
0:50 job we have to do in our lives for which
0:53 we would hire a product is really the
0:55 key to cracking this problem of
0:58 motivating customers to buy what we're
1:01 offering. So I wanted just to tell you a
1:03 story about a project we did for one of
1:05 the big fast food
1:07 restaurants. They were trying to goose
1:09 up the sales of their milkshakes. They
1:11 had just studied this problem up the
1:13 gazoo. They brought in customers who fit
1:15 the profile of the quintessential
1:18 milkshake consumer and they'd give them
1:20 samples and ask, "Could you tell us how
1:21 we can improve our milkshake so you'd
1:23 buy more of them? Do you want it
1:25 chocolatier, cheaper, chunkier,
1:28 chewier?" They get very clear feedback.
1:30 They would then improve the milkshake on
1:32 those dimensions and it had no impact on
1:35 sales or profits whatsoever.
1:37 So one of our colleagues went in with a
1:39 different question on his mind and that
1:43 was I wonder what job arises in people's
1:45 lives that caused them to come to this
1:47 restaurant to hire a
1:50 milkshake. So we stood in a restaurant
1:53 for 18 hours one day and just took very
1:55 careful data. What time did they buy
1:56 these milkshakes? What were they
1:59 wearing? Were they alone? Did they buy
2:01 other food with it? Did they eat it in
2:03 the restaurant or drive off with it? It
2:05 turned out that nearly half of the
2:07 milkshakes were sold before 8:00 in the
2:10 morning. The people who bought them were
2:12 always alone. It was the only thing they
2:14 bought and they all got in the car and
2:17 drove off with it. So to figure out what
2:19 job they were trying to hire it to do,
2:21 we came back the next day and stood
2:23 outside the restaurant so we could
2:25 confront these folks as they left
2:27 milkshake in hand. and in language that
2:29 they could understand. We essentially
2:32 asked, "Excuse me, please, but I got to
2:34 sort this puzzle out. What job were you
2:36 trying to do for yourself that caused
2:38 you to come here and hire that
2:40 milkshake?" And they'd struggle to
2:41 answer. So, we'd then help them by
2:44 asking other questions like, "Well,
2:46 think about the last time you were in
2:48 the same situation needing to get the
2:50 same job done, but you didn't come here
2:53 to hire a milkshake. What did you hire?"
2:55 And then as we put all of their answers
2:57 together, it became clear that they all
3:00 had the same job to do in the morning.
3:02 And that is they had a long and boring
3:05 drive to work. And they just needed
3:07 something to do while they drove to keep
3:09 the commute interesting. One hand had to
3:11 be on the wheel, but somebody had given
3:12 them another hand. And there wasn't
3:14 anything in it. And they just needed
3:16 something to do while they
3:19 drove. They weren't hungry yet, but they
3:21 knew they'd be hungry by 10:00. So, they
3:23 also wanted something that would just
3:26 down there and stay for that morning.
3:28 Good question. What do I hire when I do
3:29 this job? You know, I've never framed
3:32 the question that way before, but last
3:35 Friday, I hired a banana to do the job.
3:37 Take my word for it. Never hire bananas.
3:39 They're gone in 3 minutes. You're hungry by
3:40 by
3:43 7:30. If you promise not to tell my
3:45 wife, I probably hire donuts twice a
3:47 week. But they don't do it well either.
3:49 They're gone fast. They crumb all over
3:52 my clothes. to get my fingers gooey.
3:54 Sometimes I hire bagels, but as you
3:56 know, they're so dry and tasteless. Then
3:58 I have to steer the car with my knees
4:00 while I'm putting jam on them, and then
4:02 if the phone rings, we got a
4:04 crisis. I remember I hired a Snickers
4:07 bar once, but ah, I felt so guilty. I've
4:10 never hired Snickers again.
4:11 Let me tell you, when I come here and
4:15 hire this milkshake, it is so viscous
4:18 that it easily takes me 20 minutes to
4:20 suck it up that thin little straw. Who
4:23 cares what the ingredients are? I don't.
4:25 All I know is I'm full all morning and
4:27 it fits right here in my cup holder.
4:29 Well, it turns out that the milkshake
4:31 does the job better than any of the
4:34 compet competitors, which in the
4:36 customer's minds are not Burger King
4:39 milkshakes, but it's bananas, donuts,
4:41 bagels, Snickers bars, coffee, and so
4:44 on. But I hope you can see how if you
4:47 understand the job, how to improve the
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