The Real Reason People Buy Things: Jobs To Be Done
People don’t buy products for features — they buy them to make progress in their lives.
This video shows the real reason people choose one product over another, using IKEA as an example.
We’ll break down:
Why customers often ignore "better" products
How one product can solve multiple hidden needs at the same time
Why your real competition is often very different from what teams expect
Along the way, you’ll see the Jobs to Be Done framework in action.
The video is short, visual, and straight to the point: five minutes, sketchnotes, no fluff.
If you want to go deeper, check out "Competing Against Luck" by Clayton Christensen