MUJI Seiro: A Jobs-to-Be-Done Marketing

This explains the "Jobs to Be Done" (JTBD) theory in marketing, which posits that consumers "hire" products or services to achieve progress in specific situations rather than purchasing them for their features alone.

The piece uses Muji's popular "seiro" (steamer) as a case study, analyzing its success through the lens of JTBD by examining the circumstances and desired outcomes of its target customers. It highlights how Muji's seiro effectively addresses unmet needs in the market by offering a convenient, versatile, and affordable solution for health-conscious individuals seeking easy meal preparation.

The discussion concludes by emphasizing the benefits of applying JTBD theory for businesses to better understand customer motivations, develop desirable products, and achieve long-term success by continuously adapting to evolving consumer needs.