What Exactly Do Customers Mean by A Functional, Emotional, Social, or Aspirational JTBD?

Chapter Four: Principle 3—Customers need the Whole Job to Get Done

Dear Friends,

In my last post, I shared a conversation I had with Clayton Christensen and introduced you to the Stone Mantel Taxonomy of Jobs to be Done. Now, I’d like to go deeper around the taxonomy. My question to you as you read this post is, what does your company mean when it says it gets a job done for a customer? Or that it values emotional and s…