JOBS-TO-BE-DONE: A STRATEGIC NORTH STAR

Summary from the TLDR Design newsletter

Listerine dominates the mouthwash category by consistently focusing on one clear Job-to-be-Done: "Kills Germs." Despite evolving from a floor cleaner to a dandruff cure to a breath freshener, the brand maintains this core message as its strategic anchor. Brands win when buyers associate them with clear Jobs-to-be-Done.