title: When Coffee and Kale Compete: Become great at making products people will buy
author: Alan Klement
description: Alan Klement helps teams and individuals become great at making and selling products that people will buy. His own experience as a successful innovator and entrepreneur are what make him effective at helping others. He has applied successfully Jobs to be Done theory to his own businesses, and has helped many others do the same.
zlib_text:   
   
   
   
   
   
   
  WHEN COFFEE AND KALE COMPETE 
  Become Great at Making Products People Will Buy 
  Second Edition 
   
  Alan Klement 
   
   
  
    
  TABLE OF CONTENTS 
  Foreword 
  7 
  Origin of Customer Jobs Theory 
  7 
  Beyond Product Attribute Quality as Value 
  7 
  An Early Example 
  8 
  JTBD Theory and Innovation Success 
  9 
  Alan’s Work and What’s Next 
  10 
  Acknowledgments 
  13 
  1 Challenges, Hope, and Progress 
  15 
  Challenges 
  15 
  Hope 
  22 
  The Progress You Can Make with Customer Jobs 
  23 
  How to Be Successful with Customer Jobs and This Book 
  25 
  About Me 
  25 
  Abandon Every MBA, All You Who Enter 
  26 
  2 What is a Job to be Done (JTBD)? 
  29 
  Improve Your Life-Situation; Become More Than You Are 
  30 
  A Job to be Done Defined 
  32 
  Products Enable Customers to Get A Job Done 
  32 
  What Isn’t A Job to be Done 
  35 
  Where Does Customer Jobs Theory Come From? 
  38 
  3 What Are the Principles of Customer Jobs? 
  43 
  Principles of Customer Jobs 
  43 
  4 Case Study: Dan and Clarity 
  49 
  What’s the JTBD? 
  58 
  Put It to Wo