What’s a hidden job to be done
People use your products and services to get something done. They have a clear need or goal and are looking for products that helps them achieve just that. The best way to think of it is they want to get a job done.
Think of it as this. People don’t want a drill, they want a hole to hang their family pictures. The drill is hired to help them making the hole in the wall.
Every feature or product has hidden jobs for different stakeholders
So when you release a new feature or product, you can’t market it on all the jobs it can do for people. You need to pick one (perhaps a few, but not too much). Then you market it on those aspects.
Apple markets the M7 as an efficiency improvement. Directly from the Apple’s website:
The new M7 coprocessor is like a sidekick to the A7 chip. It’s designed specifically to measure motion data from the accelerometer, gyroscope, and compass â€” a task that would normally fall to the A7 chip. But M7 is much more efficient at it. Now fitness apps that track physical activity can access that data from the M7 coprocessor without constantly engaging the A7 chip. So they require less battery power.
So the clear job it solves is efficiency and experience improvements for the user. But the M7 has a hidden feature that helps app creators deliver a better user experience.
This morning I installed the Nike+ Move app. Nike asked permission to access my motion data.
Now something interesting happened, the application was populated with my movement data of the past week instantly. Instead of needing to use the application for a week to get sense if I like it, I could decide immediately.
So one of the hidden jobs of the M7 processor is helping app creators provide users with a great first use experience. Populating the application with historical data.
This was non-obvious during the launch, but it’s a great improvement to the product for both the app creators and users.