I read in a book that a clever chap by the name of Clayton Christensen encourages business tycoons to find the ‘Job to be done’.
Meaning companies should find the purpose of their product for the customers.
For example are people buying pens as gifts? Because, if so, that information could be useful for better serving the customers needs.
Ironically I read this in a book that summarised an MBA.
The author went through years of hard work so we didn’t have to.
But I think the ‘Job to be done’ for an MBA, the purpose that it serves when completing it, is the benefits of having the degree to your name not the learnings.
The degree itself is a means to an end.
Rendering the book useless because we as users still need the degree to gain the salary increase or secure the promotions that an MBA helps with.
Thomas Duggan 