In the early 1950s, instant mixing technologies were on the rise, and retail shelves were brimming with dry food mixes—from instant coffee to cookie and biscuit powders. The premise was simple: add water (or another readily available liquid), stir, and voilà—your creation was ready within minutes.
Among these innovations, cake mixes took center stage, promising busy homemakers a quick way to bake a delicious cake. The mixes were so convenient that all you needed to do was add water, stir, and pop them in the oven. Yet despite massive TV campaigns and the sheer ease of use, these products initially failed to take off as expected. Manufacturers blamed taste—until testing proved consumers actually liked the flavor. So, what was really holding back sales?
The Surprising Discovery
Looking for answers, some companies enlisted psychologists to analyze why an obviously convenient product wasn’t more successful. Their findings led to an insight I’m naming “The Egg Theory.”
The psychologists discovered that the extreme convenience—“just add water”—was precisely the issue. Many homemakers felt guilty about offering a cake that required so little effort. They worried it wasn’t “homemade” enough to deserve praise from family or guests—anyone could just mix powder with water and toss it in the oven.
Introducing “The Egg Theory”
Here’s the genius tweak they proposed: remove the powdered eggs and milk from the box. This forces consumers to crack and whisk real eggs and measure out fresh milk. Functionally, this is still easier than baking from scratch, but it preserves a critical aspect: the feeling of real, hands-on effort. Suddenly, the product began to resonate with buyers, and sales climbed.
Why did such a small change have a big impact? By having home bakers do just enough extra work, they felt ownership and pride in the final result. They got to say, “I baked this,” rather than “I poured something out of a box.”
Beyond Functionality: What “The Egg Theory” Teaches Us About JTBD
From a Jobs to Be Done perspective, the “job” here was never just about rapidly making a dessert. Yes, convenience mattered—but so did deeper emotional and social drivers:
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Emotional Need: Homemakers wanted the satisfaction of baking something special for loved ones.
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Social & Identity Needs: They also sought recognition from family or guests—baking is an expression of love and skill.
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Functional Need: It still had to be simpler than a fully homemade process, but too little effort undermined its emotional rewards.
In other words, the functional job of making cake intersected with emotional and social dimensions like expressing care and feeling valued. That’s precisely why JTBD extends far beyond mere functionality.
Another JTBD Example: The Milkshake Story
Clayton Christensen famously shared how a fast-food chain discovered that a surprising number of customers bought milkshakes during their morning commute. On the surface, a milkshake is just a drinkable treat. But looking deeper:
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Emotional Need: Commuters wanted something pleasant and even “rewarding” during a dull drive.
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Functional Need: A thick shake was a convenient, spill-resistant option—easier to manage in the car than, say, a bagel.
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Social & Identity Needs: People felt indulgent or comforted by a sweet treat at the start of their day.
Just like with cake mixes, customers hired the product to do more than simply satisfy hunger or thirst.
Lessons for Innovation
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Dig Deeper Than Surface-Level Function: On paper, “just add water” seemed like the ultimate convenience. In reality, it overlooked emotional and social nuances of baking.
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Leave Room for Customer Involvement: The “incompleteness” of removing eggs and milk from the cake mix actually boosted customer engagement—and, in turn, satisfaction and sales.
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Identify Social & Emotional Drivers: People don’t just want a functional solution; they often seek products that make them feel a certain way or convey a certain identity.
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Prototype and Test for Human Factors: Observing real customer behavior can reveal hidden needs and motivations, which simple surveys or taste tests might miss.
Conclusion
The story behind instant cake mixes is a perfect illustration of Jobs to Be Done in action. When we peel away the layers, we see that for many consumers, baking cake isn’t solely about convenience or flavor—it’s a form of self-expression and care. By adding the small requirement of cracking real eggs and pouring fresh milk, the product better addressed those emotional and social components.
I’ve chosen to call this phenomenon “The Egg Theory.” It reminds us that the difference between a lackluster product and a smashing success can hinge on giving people enough involvement and ownership to truly love what they’re making.
At its core, JTBD isn’t just about raw functionality. It’s about grasping the complex, deeply human set of motivations—functional, emotional, and social—that drive people to use a product in the first place. Whether you’re developing consumer goods or high-tech apps, remember to look beyond “does it work?” and ask, “How does it make people feel—and who does it help them become?”
Author’s Note:
This updated piece is based on my original reflections from October 2018, now expanded with new insights and a clear naming of “The Egg Theory.” It underscores how even a small psychological shift can dramatically alter a product’s reception and sales.
