Thank you for this article, as well as your work on JTBD theory, as a whole.

What would constitute ‘new market behavior’ or a case of ‘hiring and firing’?

I imagine two considerations (so far) for ‘new market behavior’.

#1: Is it new an innovation relative to the consumer?

Consumer Everett M. Rogers’ use of “innovation”:

The perceived newness of the idea for the individual determines his or her reaction to it. If an idea seems new to the individual, it is an innovation.

Rogers uses the consumer’s perspective when defining something as an innovation. I think we should do the same.

So, we should consider “new market behavior” relative to the consumer. If the iPhone has been out for 10 years, but my parents just switched to it from their landline, then that is new market behavior.

#2 Is the consumer switching because they have unsatisfied desires? (i.e. do they have a JTBD)?

Two points:

  1. If I switch from one brand of milk to another, just to save money, then I don’t think such behavior qualifies as new market behavior.
  2. A Job to be Done is a desire to achieve unmet goals (i.e. resolve needs). So, if I’m not trying to resolve unmet needs, then I have no Job to be Done.

Taken together, we can suggest that unless someone switches because they trying to satisfy desires (experiences they want, but can’t get at the moment), then the switch is not new market behavior.

How do I see hiring?

I see hiring as closest to the first thing: something that businesses must specifically target.

We want to get consumers to hire our offering (product or service) for a Job to be Done. It’s the moment when the consumer thinks “yes, this will work” i.e., “yes this will help me overcome my constraints and realize my desires”

Learn more about that here.