
Enjoy fast, free delivery, exclusive deals, and award-winning movies & TV shows with Prime
Try Prime
and start saving today with fast, free delivery
Amazon Prime includes:
Fast, FREE Delivery is available to Prime members. To join, select "Try Amazon Prime and start saving today with Fast, FREE Delivery" below the Add to Cart button.
Amazon Prime members enjoy:- Cardmembers earn 5% Back at Amazon.com with a Prime Credit Card.
- Unlimited Free Two-Day Delivery
- Streaming of thousands of movies and TV shows with limited ads on Prime Video.
- A Kindle book to borrow for free each month - with no due dates
- Listen to over 2 million songs and hundreds of playlists
- Unlimited photo storage with anywhere access
Important: Your credit card will NOT be charged when you start your free trial or if you cancel during the trial period. If you're happy with Amazon Prime, do nothing. At the end of the free trial, your membership will automatically upgrade to a monthly membership.
Buy new:
-44% $16.19$16.19
Ships from: Amazon.com Sold by: Amazon.com
Save with Used - Good
$13.01$13.01
Ships from: Amazon Sold by: Wmar3rd

Download the free Kindle app and start reading Kindle books instantly on your smartphone, tablet, or computer - no Kindle device required.
Read instantly on your browser with Kindle for Web.
Using your mobile phone camera - scan the code below and download the Kindle app.

Image Unavailable
Color:
-
-
-
- To view this video download Flash Player
-
-
7 VIDEOS
-
Deep Work: Rules for Focused Success in a Distracted World Hardcover – January 5, 2016
Purchase options and add-ons
WALL STREET JOURNAL BUSINESS BESTSELLER
A BUSINESS BOOK OF THE WEEK AT 800-CEO-READ
Master one of our economy’s most rare skills and achieve groundbreaking results with this “exciting” book (Daniel H. Pink) from an “exceptional” author (New York Times Book Review).
Deep work is the ability to focus without distraction on a cognitively demanding task. It's a skill that allows you to quickly master complicated information and produce better results in less time. Deep Work will make you better at what you do and provide the sense of true fulfillment that comes from craftsmanship. In short, deep work is like a super power in our increasingly competitive twenty-first century economy. And yet, most people have lost the ability to go deep-spending their days instead in a frantic blur of e-mail and social media, not even realizing there's a better way.
In Deep Work, author and professor Cal Newport flips the narrative on impact in a connected age. Instead of arguing distraction is bad, he instead celebrates the power of its opposite. Dividing this book into two parts, he first makes the case that in almost any profession, cultivating a deep work ethic will produce massive benefits. He then presents a rigorous training regimen, presented as a series of four "rules," for transforming your mind and habits to support this skill.
1. Work Deeply
2. Embrace Boredom
3. Quit Social Media
4. Drain the Shallows
A mix of cultural criticism and actionable advice, Deep Work takes the reader on a journey through memorable stories-from Carl Jung building a stone tower in the woods to focus his mind, to a social media pioneer buying a round-trip business class ticket to Tokyo to write a book free from distraction in the air-and no-nonsense advice, such as the claim that most serious professionals should quit social media and that you should practice being bored. Deep Work is an indispensable guide to anyone seeking focused success in a distracted world.
- Reading age5 years and up
- Print length304 pages
- LanguageEnglish
- Dimensions5.8 x 1.35 x 8.55 inches
- PublisherGrand Central Publishing
- Publication dateJanuary 5, 2016
- ISBN-101455586692
- ISBN-13978-1455586691
Book recommendations, author interviews, editors' picks, and more. Read it now.
Frequently bought together

Related Climate Pledge Friendly items
- Sustainability features for this product
Sustainability features
This product has sustainability features recognized by trusted certifications.Forestry practicesMade with materials from well-managed forests, recycled materials, and/or other controlled wood sources.As certified byThe Forest Stewardship Council
The Forest Stewardship Council (FSC) supports responsible forestry, which is a vital solution to combat climate change. Choosing FSC-certified products – whether furniture, building materials, paper, rubber, or textiles – helps protect forests, wildlife, clean water and supports the Indigenous Peoples, forest workers and communities who depend on them. Choosing FSC-certified products can also help to mitigate climate change by supporting responsible management of the world’s forests. For a better future, choose FSC. - Sustainability features for this product
Sustainability features
This product has sustainability features recognized by trusted certifications.Carbon impactCarbon emissions from the lifecycle of this product were measured, reduced and offset.As certified byClimatePartner certified
The Climate neutral label by ClimatePartner certifies that the carbon footprint of a product was calculated and all associated emissions were offset. Additionally, ClimatePartner encourages companies to set ambitious reduction targets and reduce their products' carbon footprints. The certificate number can be entered on ClimatePartner’s website for additional information such as the supported carbon offset project(s). ClimatePartner is improving lives by helping companies tackle climate change with practical solutions.Certification Number72BDL5 - Sustainability features for this product
Sustainability features
This product has sustainability features recognized by trusted certifications.Carbon impactCarbon emissions from the lifecycle of this product were measured, reduced and offset.As certified byClimatePartner certified
The Climate neutral label by ClimatePartner certifies that the carbon footprint of a product was calculated and all associated emissions were offset. Additionally, ClimatePartner encourages companies to set ambitious reduction targets and reduce their products' carbon footprints. The certificate number can be entered on ClimatePartner’s website for additional information such as the supported carbon offset project(s). ClimatePartner is improving lives by helping companies tackle climate change with practical solutions.Certification NumberR6IZQJ - Sustainability features for this product
Sustainability features
This product has sustainability features recognized by trusted certifications.Forestry practicesMade with materials from well-managed forests, recycled materials, and/or other controlled wood sources.As certified byThe Forest Stewardship Council
The Forest Stewardship Council (FSC) supports responsible forestry, which is a vital solution to combat climate change. Choosing FSC-certified products – whether furniture, building materials, paper, rubber, or textiles – helps protect forests, wildlife, clean water and supports the Indigenous Peoples, forest workers and communities who depend on them. Choosing FSC-certified products can also help to mitigate climate change by supporting responsible management of the world’s forests. For a better future, choose FSC. - Sustainability features for this product
Sustainability features
This product has sustainability features recognized by trusted certifications.Carbon impactCarbon emissions from the lifecycle of this product were measured, reduced and offset.As certified byClimatePartner certified
The Climate neutral label by ClimatePartner certifies that the carbon footprint of a product was calculated and all associated emissions were offset. Additionally, ClimatePartner encourages companies to set ambitious reduction targets and reduce their products' carbon footprints. The certificate number can be entered on ClimatePartner’s website for additional information such as the supported carbon offset project(s). ClimatePartner is improving lives by helping companies tackle climate change with practical solutions.Certification NumberR6IZQJ - Sustainability features for this product
Sustainability features
This product has sustainability features recognized by trusted certifications.Forestry practicesMade with materials from well-managed forests, recycled materials, and/or other controlled wood sources.As certified byThe Forest Stewardship Council
The Forest Stewardship Council (FSC) supports responsible forestry, which is a vital solution to combat climate change. Choosing FSC-certified products – whether furniture, building materials, paper, rubber, or textiles – helps protect forests, wildlife, clean water and supports the Indigenous Peoples, forest workers and communities who depend on them. Choosing FSC-certified products can also help to mitigate climate change by supporting responsible management of the world’s forests. For a better future, choose FSC.
- The Deep Work Hypothesis: The ability to perform deep work is becoming increasingly rare at exactly the same time it is becoming increasingly valuable in our economy. As a consequence, the few who cultivate this skill, and then make it the core of their working life, will thrive.Highlighted by 18,633 Kindle readers
- In this new economy, three groups will have a particular advantage: those who can work well and creatively with intelligent machines, those who are the best at what they do, and those with access to capital.Highlighted by 18,062 Kindle readers
- To learn hard things quickly, you must focus intensely without distraction.Highlighted by 17,831 Kindle readers
- Human beings, it seems, are at their best when immersed deeply in something challenging.Highlighted by 15,004 Kindle readers
- To build your working life around the experience of flow produced by deep work is a proven path to deep satisfaction.Highlighted by 14,474 Kindle readers
From the Publisher

![]()
Deep Work
|
![]()
So Good They Can't Ignore You
|
![]()
Busy
|
![]()
18 Minutes
|
![]()
Career Comeback
|
|
---|---|---|---|---|---|
Customer Reviews |
4.6 out of 5 stars 33,749
|
4.5 out of 5 stars 8,897
|
4.4 out of 5 stars 229
|
4.4 out of 5 stars 928
|
3.7 out of 5 stars 20
|
Price | $15.99$15.99 | $14.99$14.99 | $14.99$14.99 | $11.99$11.99 | $11.99$11.99 |
Editorial Reviews
Review
"DEEP WORK accomplishes two considerable tasks: One is putting out a wealth of concrete practices for the ambitious, without relying on gauzy clichés. The second is that Mr. Newport resists the corporate groupthink of constant connectivity without seeming like a curmudgeon."―Wall Street Journal
"As automation and outsourcing reshape the workplace, what new skill do we need? The ability to do deep work. Cal Newport's exciting new book is an introduction and guide to the kind of intense concentration in a distraction-free environment that results in fast, powerful learning and performance. Think of it as calisthenics for your mind-and start your exercise program today."―Daniel H. Pink, author of Drive and When
"DEEP WORK makes a compelling case for cultivating intense focus, and offers immediately actionable steps for infusing more of it into our lives."―Adam M. Grant, author of Originals and Think Again
"Cal Newport is a clear voice in a sea of noise, bringing science and passion in equal measure. We don't need more clicks, more cats, and more emojis. We need brave work, work that happens when we refuse to avert our eyes."―Seth Godin, author of This is Marketing and The Practice
"Cal Newport offers the most well-informed and astute collection of practical advice I have seen for reclaiming one's mental powers."―Matthew B. Crawford, author of The World Beyond Your Head and Why We Drive
"Just when you think you already know this stuff, DEEP WORK hits you with surprisingly unique and useful insights. Rule #3 alone, with its discussion of the 'Any-Benefit' mind-set, is worth the price of this book."―Derek Sivers, founder, Sivers.org
"Here lies a playbook for professionals of all stripes to achieve true differentiation in a crowded talent marketplace. Cal Newport's latest shows why he is one of the most provocative thinkers on the future of work."―Ben Casnocha, co-author of The Start-Up Of You
"Deep work is the killer app of the knowledge economy: it is only by concentrating intensely that you can master a difficult discipline or solve a demanding problem."―The Economist
"This is a deep, not shallow, book which can enrich your life."―The Globe and Mail
"In this strong self-help book, Newport declares that the habits of modern professionals-checking email at all hours, rushing from meeting to meeting, and valuing multitasking above all else-only stand in the way of truly valuable work."―Publisher's Weekly
"[A] worthwhile distraction."―ValueWalk
"A wonderfully entangled, intertwined, and erudite series of strategies, philosophies, disciplines, and techniques to sharpen your focus and dive deep into your work."―800-CEO-READ
"DEEP WORK is now one of my all-time favorite books, and I'm not joking when I say it was a life-changing read for me. I think it can be for you too."―Brett McKay, author of The Art of Manliness
"What emerges most powerfully is the sense that it's wrong to think of deep work as one more thing you've got to try to cram into your schedule. Truly committing to it, Newport suggests, transforms the rest of your time - so you'll crank through shallow work faster, be more present in your home life, and eliminate time wasted switching between tasks. Depth, in short, isn't at odds with a full life - it facilitates it. I'm persuaded."―Oliver Burkeman, The Guardian
About the Author
Product details
- Publisher : Grand Central Publishing; 1st edition (January 5, 2016)
- Language : English
- Hardcover : 304 pages
- ISBN-10 : 1455586692
- ISBN-13 : 978-1455586691
- Reading age : 5 years and up
- Item Weight : 2.31 pounds
- Dimensions : 5.8 x 1.35 x 8.55 inches
- Best Sellers Rank: #3,304 in Books (See Top 100 in Books)
- #11 in Time Management (Books)
- #17 in Personal Time Management
- #143 in Success Self-Help
- Customer Reviews:
Videos
Videos for this product
1:18
Click to play video
Customer Review: Will make you 10x more productive!
Alejandro
Videos for this product
0:57
Click to play video
Real Talk: My Thoughts on Deep Work
Dena P. & Family's Honest Reviews
Videos for this product
0:14
Click to play video
Deep work by Cal Newport is motivating!
helton pereira
Videos for this product
1:51
Click to play video
Deep Work by Cal Newport - Watch BEFORE Buying!
George Vlasyev
Videos for this product
0:48
Click to play video
Honest Review of Deep Work after reading
Mid-life Finds
Videos for this product
1:13
Click to play video
This Deep Work Really Worth It? Book Review
Beau Reviews
About the author

Cal Newport is an Associate Professor of Computer Science at Georgetown University who writes for general audiences about the intersections of culture and technology. He is the author of eight books, including, most recently, Slow Productivity, A World Without Email, Digital Minimalism, and Deep Work. These titles include multiple New York Times bestsellers and have been published in over 40 languages. Newport is also a contributing writer for The New Yorker and the host of the Deep Questions podcast.
Customer reviews
Customer Reviews, including Product Star Ratings help customers to learn more about the product and decide whether it is the right product for them.
To calculate the overall star rating and percentage breakdown by star, we don’t use a simple average. Instead, our system considers things like how recent a review is and if the reviewer bought the item on Amazon. It also analyzed reviews to verify trustworthiness.
Learn more how customers reviews work on AmazonCustomers say
Customers find the book easy to read and recommend it. They appreciate the insights and practical strategies for focusing and improving concentration. The book provides them with strategies to maximize time for working on business. Readers mention that the book challenges them to build the discipline of deep work and the mental toughness and dedication required to succeed. Overall, customers describe the book as well-presented and detailed.
AI-generated from the text of customer reviews
Customers find the book easy to read and understand. They appreciate the straightforward writing style and the clear premise of the book. The book is divided into two parts that help readers grasp the main idea easily. Overall, customers find it an enjoyable read that provides useful insights for a meaningful life.
"...to focus deeply, stretch yourself cognitively and get constant high quality feedback on your work/output. That's where Deep Work comes in...." Read more
"...ING created ING Direct that has no deposit minimums, is fast, convenient, and secures your money...." Read more
"...Deep Work, I think the real benefits are in meaningfulness and life satisfaction...." Read more
"...In his valuable new book, Deep Work: Rules for Focused Success in a Distracted World (Grand Central Publishing 2016), Georgetown Computer Science..." Read more
Customers find the book helpful for finding meaning in work and connecting with their purpose. They appreciate the practical advice and examples provided. Readers mention it's a good way to look for new business.
"...that capital allows you to find a job where you can have creative control over your work and more control over your time, which allows you to do &#..." Read more
"...In this book, Christensen et al, offer a simple but profound insight which they call the ‘Theory of Jobs to Be Done.’..." Read more
"...which technologies aid your most important labor, and valuing your energy and your time as the precious and non-renewable resources they are...." Read more
"...knows how to use high-powered statistical software packages to analyze big data sets to generate answers to questions the masses want to know, and,..." Read more
Customers find the book helpful for boosting concentration and producing more work output. They appreciate the techniques for gaining back their time and focus, as well as strategies for countering lack of focus, like email reduction and leveraging technology wisely. The book speaks to the need for sharp focus in our distracted world.
"...a number of strategies for doing two important things: improving your ability to focus and eliminating your desire for distraction...." Read more
"...In his valuable new book, Deep Work: Rules for Focused Success in a Distracted World (Grand Central Publishing 2016), Georgetown Computer Science..." Read more
"...Cal makes a compelling argument for focus in all aspects of life and the benefits it brings both personally and professionally...." Read more
"...the email, lock yourself into a quiet room, and concentrate like you have never concentrated before...." Read more
Customers find the book helpful for managing their time effectively. They say it helps them prioritize deep work and schedule distraction time. The book also helps them overcome procrastination, master focus, and get more done in less time. It guides them to consider time wasters that don't align with their life goals and how to stop them. Readers mention they could schedule their entire workday, quit social media, and plan effectively.
"...job where you can have creative control over your work and more control over your time, which allows you to do "deep work," aka deliberate..." Read more
"...The timing was good: I had felt as if my own personal productivity had taken a dip, to the point where the demands on my time were beginning to hurt..." Read more
"...Guides you to consider time wasters that do not fit with your life goals and how to stop wasting time and free time for what really matters...." Read more
"...They tend to be distractions. Plan and schedule effectively. Know when you are productive and take advantage of that time...." Read more
Customers find the book challenging. They say it teaches them how to build the discipline of deep work, provides practical strategies to tackle difficulties, and challenges them to reach their potential. The book helps them understand why they struggle and what they can do about it. Readers mention that the ability to focus is the key trait of successful people.
"...efforts tend to not create much new value in the world and are easy to replicate.”..." Read more
"...part of the book Newport devotes to teaching us how to build the discipline of deep work...." Read more
"...For, as Cal repeatedly notes himself, deep work is hard work...." Read more
"...a wealth of research on how our brains work, as well as practical guidelines that will help anyone build the foundation on which focus can be built...." Read more
Customers find the book well-presented with engaging examples, anecdotes, and models. They appreciate the clear explanations, illustrations, and useful advice. The book offers a unique perspective and practical guidance in a simple yet important message.
"...by analyzing work habits of, both historical and contemporary, successful figures, and also with a couple of research studies...." Read more
"...Definitely shaped the way i work and view good quality work hours. Good to revisit from time to time." Read more
"...1. The book is written as if it's presenting "a new, flashy, grand theory of everything". It's not that...." Read more
"...As for the tips, they are very useful, and give even the most scatterbrained among us a better than average shot at constructing a life conducive to..." Read more
Customers find the book helpful for improving work life balance. It emphasizes the importance of disconnecting from frenetic lives to create time for deep thinking. They find it helps decrease stress and improve social life.
"...for focus in all aspects of life and the benefits it brings both personally and professionally...." Read more
"...Shallow work is great for relationships, which is probably why I do well in sales careers...." Read more
"...focus, do deep work, and therefore perform better at work and gain the career capital that is needed for a fulfilling career...." Read more
"...the importance of disconnecting from our frenetic lives to create time for deep thinking. Provocative, practical book which leaves an impact." Read more
Customers find the book helpful for avoiding social media. They appreciate the advice on how to disconnect from it and work more deeply. The book is described as a counterweight in the age of social media, with bite-sized knowledge.
"...offers four rules for deep work—work deeply, embrace boredom, quit social media, and drain the shallows...." Read more
"...shunning distractions, embracing boredom, and quitting social media (the most immediate change I made)...." Read more
"...The book does a decent job in convincing you there is a benefit to quitting social media, and gives a practical tool on doing so, at least temporarily" Read more
"...such as email reduction, leveraging technology sensibly, and eliminating social media)..." Read more
Reviews with images

intresting refreshing book .
Top reviews from the United States
There was a problem filtering reviews right now. Please try again later.
- Reviewed in the United States on January 8, 2016Deep Work is the execution/tactical companion to Newport's last book, So Good They Can't Ignore You and it doesn't disappoint.
These books should be taken together as a whole because they give you the WHAT, the WHY and the HOW for being an elite knowledge worker.
So Good they Can't Ignore you shows you why building valuable and rare skills, which Newport calls "career capital" is the number one most important thing for finding a job you love (not "finding your passion"). Building that capital allows you to find a job where you can have creative control over your work and more control over your time, which allows you to do "deep work," aka deliberate practice (and the 10,000 hour rule for expertise, Gladwell, Ericsson and others). There are also 2 other factors, choosing a domain or mission or project where you will have a postive impact on the world, and choosing to work with people who you like being around, which aren't covered much but Newport assumes you should be able to figure out on your own.
Summary of what you need to be So Good They Can't Ignore You
1. Rare and valuable skills (aka career capital)
2. Creative control over projects
3. Control over your time (which allows you to do deep work, virtuous cycle)
4. Work that has a positive impact on the world
5. Working with people you enjoy being with
Here's the formula:
-Use deep work to learn fast and build up rare and valuable skills.
-Then apply these rare and valuable skills to the right projects so that you can build up career capital.
-Then cash in the career capital to get more creative and time control over your job.
-All the while, try to pick jobs and projects that have a positive impact and allow you to work with good people.
-However, these are usually also things that you need to trade in your career capital (rare skills and experience using them) in order to maximize.
-Don't try to save the world or have a big impact until you have the career capital to match. Otherwise you will probably fail. You have to earn all these perks via building career capital by using deep work.
So Good They Can't Ignore You doesn't spend much time explaining how to actually implement deep work (deliberate practice) into you life. It tells you to focus deeply, stretch yourself cognitively and get constant high quality feedback on your work/output.
That's where Deep Work comes in. Deep Work shows you exactly WHY deep work is so important (as opposed to Shallow Work), especially for modern knowledge workers, and why the way most people work, with constant interruptions from social media, email and their phones, is holding most knowledge workers back from being successful and competitive in today's job market.
The first part of the book argues for why Deep Work is important. If you have already bought into the idea, you can skim this part, but I found the examples and people he featured to be very interesting so it's worth a read. Just don't expect a lot of tactics until part 2.
Chapter 1 explains why deep work is VALUABLE. Our economy is changing, and the days of doing the same thing over and over for 40 years until you retire are over. Newport lays out an interesting theory for 3 types of workers, Superstars, Owners and High Skill Workers and makes a convincing and important argument for the importance in the future of being able to work at higher levels of abstraction and work with intelligent machines.
In this chapter he also makes a case for the two critical skills for knowledge workers:
1. Learning Quickly
2. Producing at an Elite Level
This conclusion informs the rest of the book. If you want to be good at these two skills, the most important thing to be good at is deep work.
Chapter 2 focuses on why deep work is RARE. He shows how distractions are becoming more and more common for knowledge workers, and that attention is becoming more and more fractures. Newport makes a good case for how complex knowledge work is often hard to measure, so managers measure busyness instead of output that relates to bottom line results (KPIs). Busyness as a vanity metric. People end up optimizing for looking busy instead of getting real work done, and everybody plays along with this charade.
Chapter 3 goes into why deep work is MEANINGFUL. Meaning is a key part of Newport's argument because the whole book links back to the Passion vs. Rare Skills debate…which is a better strategy for finding a job you love? If the job isn't meaningful, then deep work doesn't fully answer the question of how to best find a job you love. Newport give 3 theories on why deep work is meaningful, a psychological, neurological and a philosophical reason.
That's it for part 1.
In Part 2, Newport tells you how to implement deep work into your day to day life with 4 rules.
Rule 1 gives you a bunch of strategies and examples of how to integrate deep work into your schedule. He offers different strategies depending on what kind of work you do. The Grand Gestures part of this chapter is really good, you learn about Bill Gates Think Week and same famous authors who go to secluded islands or build cabins to get a lot of deep work done when necessary. There is also a section here on execution using the 4 Disciplines from Clayton Christensen's work. The point on lead vs. lag measures is really good.
Rule 2 covers the idea of embracing boredom. Newport gives a number of strategies for doing two important things: improving your ability to focus and eliminating your desire for distraction. At first these seem like the same thing but Newport explains why they are actually two different skills. For example, someone who is constantly switching between social media and infotainment sites can block off time for deep work but they won't be able to focus if they can't control their desire to always have instant gratification and constant stimulus. The point about making deep work your default, and scheduling shallow work in between is also a game changer.
Rule 3 is about social media sites and infotainment sites. This rule isn't as strategic as the other ones, it's mostly about making a side argument that these networking sites aren't as important is you think they are. He gives some good strategies for measuring what sites and services you should include in your day to day life based on the total collection of all the positive and negative effects. This sort of critical thinking and measurement usually doesn't get applied to these kind of sites.
Rule 4 is about draining the shallows, meaning going through the process of eliminating as much as possible shallow work from your daily schedule. This is more tactical chapter, (This and Rule 1 are the most useful of the 4) you learn how to plan out your day, how to stop from bringing your work home with you with an end of day ritual and how to manage your email so that you cut down on the amount of time you spend in your inbox each day. There is also a strategy for how to talk to your boss about deep work so you can get permission to re-arrange your schedule to be more productive.
Overall Thoughts:
This book, and Newport's previous book So Good They Can't Ignore You, are some of the most important books you will read on planning your career.
Most people spend little to no time on these decisions, or just go with the flow or with how other people approach things, even though this planning process will affect the next 4 to 5 decades of their life.
Most people's thinking is still stuck in the industrial economy way of thinking…it makes sense thought, our education system is also stuck in this way of thinking. Deep work gives you a solid, actionable plan and doesn't leave anything out that I can think of.
- Reviewed in the United States on April 10, 2017In 1995 the term “disruptive innovation” was coined by Harvard Professor, Clayton Christensen to describe how certain types of innovation change industries. But this is rare. Most innovation doesn’t amount to much, and fizzles out despite extensive quantitative research and Herculean advertising efforts.
In this book, Christensen et al, offer a simple but profound insight which they call the ‘Theory of Jobs to Be Done.’ The purpose of this insight is to shed light on why people adopt an innovation in large enough numbers to make it a success, and how to identify innovations that will be adopted.
‘The job to be done’, they assert is the causal mechanism for successful innovation. Using this insight enables companies not only to create but also to predict new innovations that will succeed. Phrasing the innovation in this manner allows for a deep understanding of the customers’ need at a more profound level.
To introduce this concept, the authors describe (among other examples,) the “job of a milkshake.” Why would someone “hire” a milkshake? What “job” is the milkshake expected to perform? “We all have jobs we need to do that arise in our day-to-day lives and when we do, we hire products or services to get these jobs done,” the authors explain.
If you can answer this question, increasing sales is far more likely to be useful than doing taste tests, demographic surveys and purchase studies.
When looking for an answer to this question (an actual case), the researchers were surprised to find that an oddly high number of milkshakes were sold before 9:00 a.m. to people who came to the fast-food restaurant alone. Doing taste tests, demographic surveys and purchase studies would not yield the quality of information that came from asking this question: “Excuse me, please, but I have to sort out this puzzle. What job were you trying to do for yourself that caused you to come here and hire that milkshake?”
It turned out that they had long and boring rides to work and needed something to keep the commute interesting. Coffee doesn’t do the job well because it gets cold too quickly, eating bananas makes you feel too full, but hiring a milkshake does the job well. It is thick enough to sip, lasts long enough, and remains pleasurable through the journey.
Approaching the study from the ‘job to be done’ perspective is quite different to fast-food restaurants asking a patron to give feedback in one of its customer surveys to the question: “How can we improve this milk shake so you buy more of them?” A single dad coming to a restaurant with his young son would answer the survey very differently to the same man when he buys a milkshake for his morning commute. The milkshake is hired for very different jobs, in two very different circumstances.
So how can one identify innovative opportunities if compiling data-rich models only makes businesses “masters of description but failures at prediction”? “We believe Jobs Theory provides a powerful way of understanding the causal mechanism of customer behaviour, an understanding that, in turn, is the most fundamental driver of innovation success,” the authors explain.
So how is Jobs Theory to be applied so that you create products that customers will not only want to buy, but will even be willing to pay premium prices for? Simply put, customers don’t buy products or services: they pull them into their lives to resolve highly important, unsatisfied jobs that arise.
Jobs are never simply about the function of the service or product. The circumstance is central to their definition, not customer characteristics, product attributes, new technology, or trends. Just think of how you would hire a baby-sitter – who would you trust with your children?
“It’s important to note that we don’t ‘create’ jobs, we discover them,” the authors explain. This is a 180 degree shift from viewing innovation as creating what no-one has ever seen before, and then trying to stimulate a need.
Jobs can be discovered in many ways. One is just watching the customers you do—and don’t—already have, and looking for the job that they want done. Do many DIY customers in your hardware store need technical assistance?
You can also learn much about a Job to Be Done from people who aren’t hiring any product or service to do the Job. Airbnb reports that 40% of their “guests” say they would not have made a trip at all, or would have stayed with family, if Airbnb didn’t exist. As such, Airbnb is not in competition with hotels. There may be an entirely new growth opportunity right in front of you.
Are people creating ways of working around a problem or just compensating for it? Banking giant ING saw the segment no bank wants, low net-worth individuals, who want a simple, inexpensive banking facility. They were being chased away by high banking charges and other barriers. ING created ING Direct that has no deposit minimums, is fast, convenient, and secures your money. Of course, you won’t see workarounds if you’re not fully immersed in the context of the consumers’ struggle.
There are probably more jobs people do not want to do than jobs they want to do. Negative jobs are often the best innovation opportunities. Because most people don’t want to go to the doctor if they don’t have to, there are now more than a thousand MinuteClinic locations inside CVS pharmacy stores in thirty-three states in America.
Innovation can also be identified in the unusual use of products. NyQuil had been on the market for decades as a cold remedy, but some consumers were using it to help them sleep, even when they weren’t sick. This led to ZzzQuil, which offers a good night’s sleep without the other active ingredients consumers didn’t need.
Growth can be found where none seems possible. It is dependent on knowing what to look for, and the question to be asked: What is the Job here?
There are gems in this easy-to-read book, with many examples of every point they make. No matter your line of work, this is a clever way to look for new business, but it must be done carefully and slowly.
Readability Light -+--- Serious
Insights High +---- Low
Practical High -+--- Low
*Ian Mann of Gateways consults internationally on leadership and strategy and is the author of Strategy that Works. .
Top reviews from other countries
- Kolton KriticReviewed in Canada on August 9, 2024
5.0 out of 5 stars Super good.
Really good ideas and awesome. Definitely get it.
- Nishit RanjanReviewed in India on February 12, 2025
5.0 out of 5 stars Very nice book
This book has great takes on ways of working, thinking, even in setting up the work environment. I am surely going to implement them.
-
Dominik KReviewed in Germany on September 16, 2024
5.0 out of 5 stars Stark
Sehr gutes Buch. Kann ich nur empfehlen.
- Salim LargoReviewed in Belgium on December 19, 2023
3.0 out of 5 stars Overall good
The book is definitely very interesting. However, it's sometimes poorly written.
- H.P.J.M.Reviewed in the United Kingdom on December 16, 2023
5.0 out of 5 stars A very important book
I really resonated with this book. I work in software, and even though my job requires a lot of hard thinking and problem solving, I find myself constantly distracted by a work culture which seems to think it's ok to be perpetually interrupted.
This book has been my guiding light and adopting even half of what it recommends is challenging, but very worthwhile.
If you read "So Good They Can't Ignore You" you might remember Cal Newport highlights the need to develop "career capital", that is, hard-earned rare and valuable skills, which enable you to get a meaningful / satisfying job.
This book is a substantial part of the answer to the question of: "how do I get rare and valuable skills?".
Newport starts the book by arguing quite convincingly that deep work is not only increasingly rare, but increasingly valuable. But let's rewind a bit, what is "deep" work?
Deep work is defined as working in a very focused manner, free from distractions, intensely concentrating on something that hopefully yields a valuable outcome. The output need not be something physical, it could be an insight, an idea, or a skill. Think of straining your brain to solve a puzzle versus copy and pasting things while chatting to a colleague. The former is deep, the latter shallow.
Deep work is becoming increasingly rare because of our work culture's obsession with "connectivity", open plan offices, and social media. Why are we destroying our ability to work deeply then? Some things stand out, like the fact that it is hard to get metrics for how these things make us less productive, how hard it is to quantify the productivity of a knowledge worker, and how we tend to jump on the latest tech without thinking about alternatives / downsides.
The case is made for deep work becoming increasingly valuable partly because of these distractions: if you can do it, you will stand out. But it's also valuable because of what it leads to: mastery of hard skills, and valuable output.
Apart from these extrinsic benefits deep work is also intrinsically meaningful. It can cultivate a sense of craftsmanship and can lead to the fulfilling "flow" state.
After the "what" and the "why" the rest of the book focuses on the "how".
Lots of useful ideas and techniques are explored here. The general theme is do what you can and be thoughtful about how you spend your day.
For example identify how you can do deep work: is it possible for you to go to the woods for the weekend, or (like most busy people with jobs) do you have some morning/evening time to use well?
Make good routines / rituals. Schedule distractions and make focus your default state. Quit (or reduce your time on) social media. Adopt tech with a more critical mindset. Be less available on email etc.
To conclude, this book is a shining light in the fog of modern work practices. If you are an attention deprived knowledge worker, it will likely help you a lot. But I can see it benefitting a wider class of people, because our ability to focus is so important.