When Your Job is to Laugh

There’s an interesting example of Innosight’s jobs-to-be-done framework in action in February’s issue of Fast Company. It turns out that YouTube is organizing its search results around the concept.

It started with an insight into customer behavior. Shiva Rajaraman, YouTube group product manager, says that the site’s top search queries are “funny videos,” “LOL,” and “make me laugh.” In other words, users aren’t necessarily going to YouTube to look up specific videos – they are hiring the site for a job to be done. As Rajaraman puts it, that job is “Entertain Me!”

Now, YouTube will direct such searches to a landing page with a curated selection of funny videos. It’s a great example of a company recognizing the underlying driver of its customers’ behavior and responding with a convenient solution.
Here’s the link: http://www.fastcompany.com/magazine/162/shiva-rajaraman-youtube