Understanding the Job | Edward Capaldi | YouTubeToText
YouTube Transcript: Understanding the Job
Skip watching entire videos - get the full transcript, search for keywords, and copy with one click.
Share:
Video Transcript
Hi, my name is Klay Christensen and I'm
a professor at the Harvard Business [Music]
School. I brought with me a set of
We decided that the way we teach
marketing is at the core of what makes
motivation difficult to achieve. The
most helpful way we've thought of it so
far is that we actually hire products to
do things for us. And understanding what
job we have to do in our lives for which
we would hire a product is really the
key to cracking this problem of
motivating customers to buy what we're
offering. So I wanted just to tell you a
story about a project we did for one of
the big fast food
restaurants. They were trying to goose
up the sales of their milkshakes. They
had just studied this problem up the
gazoo. They brought in customers who fit
the profile of the quintessential
milkshake consumer and they'd give them
samples and ask, "Could you tell us how
we can improve our milkshake so you'd
buy more of them? Do you want it
chocolatier, cheaper, chunkier,
chewier?" They get very clear feedback.
They would then improve the milkshake on
those dimensions and it had no impact on
sales or profits whatsoever.
So one of our colleagues went in with a
different question on his mind and that
was I wonder what job arises in people's
lives that caused them to come to this
restaurant to hire a
milkshake. So we stood in a restaurant
for 18 hours one day and just took very
careful data. What time did they buy
these milkshakes? What were they
wearing? Were they alone? Did they buy
other food with it? Did they eat it in
the restaurant or drive off with it? It
turned out that nearly half of the
milkshakes were sold before 8:00 in the
morning. The people who bought them were
always alone. It was the only thing they
bought and they all got in the car and
drove off with it. So to figure out what
job they were trying to hire it to do,
we came back the next day and stood
outside the restaurant so we could
confront these folks as they left
milkshake in hand. and in language that
they could understand. We essentially
asked, "Excuse me, please, but I got to
sort this puzzle out. What job were you
trying to do for yourself that caused
you to come here and hire that
milkshake?" And they'd struggle to
answer. So, we'd then help them by
asking other questions like, "Well,
think about the last time you were in
the same situation needing to get the
same job done, but you didn't come here
to hire a milkshake. What did you hire?"
And then as we put all of their answers
together, it became clear that they all
had the same job to do in the morning.
And that is they had a long and boring
drive to work. And they just needed
something to do while they drove to keep
the commute interesting. One hand had to
be on the wheel, but somebody had given
them another hand. And there wasn't
anything in it. And they just needed
something to do while they
drove. They weren't hungry yet, but they
knew they'd be hungry by 10:00. So, they
also wanted something that would just
down there and stay for that morning.
Good question. What do I hire when I do
this job? You know, I've never framed
the question that way before, but last
Friday, I hired a banana to do the job.
Take my word for it. Never hire bananas.
They're gone in 3 minutes. You're hungry by
by
7:30. If you promise not to tell my
wife, I probably hire donuts twice a
week. But they don't do it well either.
They're gone fast. They crumb all over
my clothes. to get my fingers gooey.
Sometimes I hire bagels, but as you
know, they're so dry and tasteless. Then
I have to steer the car with my knees
while I'm putting jam on them, and then
if the phone rings, we got a
crisis. I remember I hired a Snickers
bar once, but ah, I felt so guilty. I've
never hired Snickers again.
Let me tell you, when I come here and
hire this milkshake, it is so viscous
that it easily takes me 20 minutes to
suck it up that thin little straw. Who
cares what the ingredients are? I don't.
All I know is I'm full all morning and
it fits right here in my cup holder.
Well, it turns out that the milkshake
does the job better than any of the
compet competitors, which in the
customer's minds are not Burger King
milkshakes, but it's bananas, donuts,
bagels, Snickers bars, coffee, and so
on. But I hope you can see how if you
understand the job, how to improve the
Click on any text or timestamp to jump to that moment in the video
Share:
Most transcripts ready in under 5 seconds
One-Click Copy125+ LanguagesSearch ContentJump to Timestamps
Paste YouTube URL
Enter any YouTube video link to get the full transcript
Transcript Extraction Form
Most transcripts ready in under 5 seconds
Get Our Chrome Extension
Get transcripts instantly without leaving YouTube. Install our Chrome extension for one-click access to any video's transcript directly on the watch page.
