The Rapid Demise of the Purpose Brand Derived from Jobs-to-be-Done
When catchy phrases are hijacked by the wrong people
“Thirty thousand new consumer products are launched each year. But over 90% of them fail…”1
This is the opening to Marketing Malpractice: The Cause and the Cure, a 2005 article written by Clay Christensen, Scott Cook and Taddy Hall. In it, they recognize what a market really is by suggesting that modern marketers measure markets around “the drill” and not…