《JTBD双语文摘》6：领先企业突破增长的秘密

作者：JTBD 商业创新实验室
发布时间：2025 年 8 月 1 日
原文作者：Clayton M. Christensen（克莱顿·克里斯坦森）等
来源：Harvard Business Review

Jobs-to-Be-Done Theory is not just another framework or marketing approach, but a powerful lens that has driven breakthrough innovation and transformational growth in some of the world's most successful organizations—in wildly diverse arenas. Jobs Theory transforms how you define the business you're in, the size and shape of the market in which you compete, and who your competitors are. This enables you to see customers where there were none, ideas for solutions where there were only problems, and opportunity where you least expect it.

待办任务理论不只是另一种框架或营销方法，而是一种强有力的视角。它已在众多成功企业、横跨高度不同的商业场景中，推动突破性创新和变革性增长。

它会改变企业对三个问题的理解：自己究竟身处什么行业、所竞争市场的规模与边界是什么、竞争对手究竟是谁。于是，企业可能在过去看不到客户的地方发现客户，在只有问题的地方发现解决方案的创意，并在最意想不到的地方发现机会。

Over the past decade, we've worked closely with many companies that provide helpful illustrations of how the Theory of Jobs to Be Done has helped transform innovation. Because Jobs Theory uncovers the cause of why consumers make the choices they do, it's useful in a wide range of industries and organizations—from the simplest consumer packaged goods to complex business-to-business solutions. In every case, uncovering why customers make choices allows organizations to better create solutions that get hired.

过去十年中，研究者与许多企业合作，观察到待办任务理论如何推动创新转变。因为它试图揭示客户为什么做出选择的因果机制，所以无论是普通消费品，还是复杂的企业级解决方案，都可以借此得到启发。

在每一个场景中，理解客户为什么选择，才能帮助组织创造出更可能被客户雇佣的解决方案。

读后提示

待办任务的价值不在于给现有产品换一个新标签，而在于重新定义分析单位：不是某一类产品，也不是某一类人群，而是客户在特定场景中想取得的进步。

当企业以这个视角重新观察市场，竞争不再只发生在同类产品之间；任何能帮助客户取得同一进步的替代方案，都应进入视野。