McDonald's
once tried to increase the sales of its "milkshakes" and did their
job as paper does say, conducted interviews with customers asking them
what would encourage them to buy more. Do they increase chocolate, make a
product with less sugar, make it more light, make it more heavy, make it healthy?
The important thing is that all the information they collected did not succeed
in increasing sales.
They
asked Harvard Business School to help them, and this is where a new marketing
theory emerged. Harvard was at the time developing a theory called Jobs to be
Done, this theory was looking for the product to perform a specific function
for the customer, and this job could be completely different from your vision
of developing the product. And if you can understand this job, it will make a
difference with you in every need.
The
important thing is that Harvard did a first study on buying times, and they discovered
that a large sample of milkshake sales are in the very early morning. And they
asked the customers, “Why do you buy milkshakes right now?” The customers said
that the work journey is long and boring, and they need something to entertain
them on the road and satisfy them until they break their fast, and it is easy
for them to catch it while they are driving.
The
second question was, if you don't buy a milkshake, what can you buy? The
answers ranged from sandwiches (but difficult and the one was driving) or
donuts (and it could ruin the world and deliver the work with chocolate spots),
for example, or Snickers chocolate (but you get rid of quickly) or coffee for
example (but you can pour). McDonald's understood how they can increase sales.
How can make it so big that it takes the whole line with you, how can make
the order and pay faster so that you don't get stuck, and how can increase a
few pieces of fruit in it so that they change the daily driving routine while
you chew them.
In
fact, sales have increased a lot, and may also understand why a cup of
coffee on the road is so big because its goal is to entertain you on the road,
not just a delicious cup. This was the "Jobs to be Done" theory of
its owner Clayton Christensen, one of the most famous economists throughout
history, and the author of the theory of Disruption Technology, which qualified
him for the title of the most influential economist in the world.
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