Jobs to Be Done

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JOB DRIVERS

WHY CUSTOMERS HAVEDIFFERENT JOBS

IN THE MID TO late 2000s, online retailers were driving down prices on consumer electronics. As competition increased and margins thinned, Circuit City tried a number of tactics to weather the storm. It narrowed its product selection, made its stores look like those of its more successful competitors, and trimmed personnel costs. Nothing worked. In 2009, Circuit City closed all of its remaining stores. Around the same time and facing similar pressures, Best Buy tried a different approach. It created a fresh customer segmentation that was unlike the demographic-driven segmentations that tended to dominate ...