Integrating Around the Job of Improving Sleep

The people behind the meditation and mindfulness app Calm just released a new product, and it’s not another app. It’s a pillow spray called Sleep Mist.

It’s a pillow spray. Huh.

Interesting, right? Not something you see every day.

Integrating Around the Job-to-be-Done

This caught my eye because it’s the clearest example I’ve seen recently of a company integrating around a Job-to-be-Done they serve. If you haven’t heard of Jobs-to-be-Done, check out this overview, but in a nutshell the folks behind Calm have a very clear sense of the context and moment their app is used (to help sleep, in this case). It’s only when you have a crisp understanding of the demand for your product—I like to say you can “see it in HD”—that you can estimate it’s worth it to build and ship a completely different type of product like this.

They’ve actually done this before by releasing a book. They’re not tied to the idea that their customers have to use a smartphone app to create a sense of calm in their mind; a book can work, too.

Want a Side of Meatballs with Your Furniture?

Clayton Christensen (the Harvard professor famous for Disruption Theory and the Innovator’s Dilemma) likes to cite the more dramatic example of IKEA and their cafeteria. They know that people are often at the store for long periods of time, with the goal of furnishing their entire apartment in a single day from a single store. Hence, a trip to IKEA can easily last through lunch time, and the cafeteria helps to ensure you don’t have to leave. The same logic applies to their child care facility.


What else could you sell your customers if you really knew how and when they used your product?
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