根据要完成的工作来设计产品和服务

In 2016, Clayton Christensen, a Harvard Business School professor, wrote a book called Competing Against Luck. In his book, he talked about the kind of jobs that exist in our everyday life and how we can uncover hidden jobs through the act of non-consumption. Non-consumption is the inability for a consumer to fulfil an important Job to be Done (JTBD).

2016年，哈佛商学院教授克莱顿-克里斯坦森写了一本名为《与运气竞争》的书。在书中，他谈到了存在于我们日常生活中的那种工作，以及我们如何通过非消费行为发掘出隐藏的工作。不消费是指消费者无法完成一项重要的工作（JTBD）。

JTBD is a framework; it is a different way of looking at consumer goals and is based on the notion that people buy products and services to get a job done. In this article, we will walk through what the JTBD framework is, look at an example of a popular JTBD, and look at how we use the JTBD framework in one of Grab’s services.

JTBD是一个框架；它是看待消费者目标的一种不同方式，是基于人们购买产品和服务是为了完成一项工作的概念。在这篇文章中，我们将介绍什么是JTBD框架，看看一个流行的JTBD例子，并看看我们如何在Grab的一项服务中使用JTBD框架。

JTBD framework

JTBD框架

In his book, Clayton Christensen gives the example of the milkshake, as a JTBD example. In the mid-90s, a fast food chain was trying to understand how to improve the milkshakes they were selling and how they could sell more milkshakes. To sell more, they needed to improve the product. To understand the job of the milkshake, they interviewed their customers. They asked their customers why they were buying the milkshakes, and what progress the milkshake would help them make.

克莱顿-克里斯坦森在他的书中给出了奶昔的例子，作为一个JTBD的例子。在90年代中期，一家快餐连锁店试图了解如何改进他们正在销售的奶昔，以及如何能够销售更多的奶昔。为了卖得更多，他们需要改进产品。为了了解奶昔的工作，他们采访了他们的顾客。他们问顾客为什么要买奶昔，以及奶昔能帮助他们取得什么进展。

Job 1: To fill their stomachs

工作1：让他们填饱肚子

One of the key insights was the first job, the customers wanted something that could fill their stomachs during their early morning commute to the office. Usually, these car drives would take one to two hours, so they needed something to keep them awake and to keep themselves full.

其中一个关键的见解是第一份工作，客户希望在清晨通向办公室的路上有东西可以填饱肚子。通常，这些汽车驾驶需要一到两个小时，所以他们需要一些东西让他们保持清醒，让自己吃饱。

In this scenario, the competition could be a banana, but think about the properties...