Stop Guessing: The Real Reason People Buy (Clayton M. Christensen, Karen Dillon, Taddy Hall, David S. Duncan)

Think about the last thing you bought. Did you swipe your credit card because of your age, income, or zip code? According to legendary Harvard Business School professor Clayton Christensen, building products based on traditional demographics is a recipe for failure. In today’s briefing, we unpack the revolutionary "Jobs to Be Done" theory. Through an iconic study about morning milkshakes, you'll discover the counter-intuitive truth of consumer psychology: you don't buy products, you "hire" them to do a specific job. Enjoyed this? Upgrade to Momentum Premium for our full 20-minute masterclass where we break down the Three Dimensions of a Job, the Four Forces of behavioral change, and how tech giant Intercom used this exact framework to engineer a 500% growth rate.Become a supporter of this podcast: https://www.spreaker.com/podcast/momentum-your-daily-edge-in-leadership--6706012/support.Enjoyed this 5-minute briefing?The full, 20-minute deep dive on this book is waiting for you in our premium feed.Unlock the masterclass to get every key lesson, framework, and actionable insight.🚀 Subscribe to Momentum Premium here!