The “pebble” watch and Job to be Done

The Pebble watch raises $4 million and counting on Kickstarter. Read about how VC’s did’nt support further development and the actual Kickstarter page here.

This is the interesting bit though:

Migicovsky said he’s more adept at pitching to consumers than to venture capitalists.

“With VCs, they worry about models and size of market and stuff like that,” he said. “With consumers, one of the things I love about the videos, we just showed how you’re going to use it.”

How you are going to use it? That is the Job to be Done. Nothing else really matters. Not market sizes and the traditional customer segmentation.

The way to understand the world is changing quickly and Job to Done does a great job of it. Horace Dediu from Asymco is a master at explaining this.

You can check out more on his podcast “The Futulity of Machinations” or on my blog post here.

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