“College is still one of the greatest avenues to personal opportunity in the world. But the stakes now are higher, and the financial investment demands that we make good choices about where and how to pursue education. There is no better guide than the thoughtful and insightful Michael Horn to help us understand what matters in college, what we can expect from a degree, and how to make the most of the college experience. If you are looking for one book to guide your choice, start here!”

Mary B. Marcy, President, Dominican University of California

“In Choosing College Michael B. Horn and Bob Moesta dive into the complexities of making learning decisions and emerge with clear, compassionate guidelines for both learners and educators.”

Adele Faber, co-author of How To Talk So Kids Can Learn

“Does the world need yet another college guide book? It most certainly needs this fresh and insightful book from Michael Horn, who eschews the usual catalog of college profiles and instead focuses on the prospective student and the jobs they need college to do for them, Based on research, thousands of student profiles, and informed by a deep understanding of higher education, Choosing College should be read together by students and their families and used as a way to frame the often fraught conversation about choosing the right college. Choosing the right college remains an often befuddling and irrational process. This book changes all that, not because it provides better answers. It provides better questions, and that's what has long been needed. If you are considering college, this should be the first book you read. It may be the only one you'll need.”

Paul LeBlanc, President of Southern New Hampshire University

“This is a friendly, pragmatic, accessible guide demystifying what is an often intimidating and stressful decision attended by an intimidating and stressful process. The authors focus on self-knowledge and the all-important personal “why”—why college, why now, why a particular type of institution, etc., rather than the elitist, extrinsic agenda-driven approach of too many college guides. I wish we'd had this book when our children were making their higher education decisions; I wish I'd had it when I was making mine.”

Whitney Johnson, Thinkers50 Management Thinkers and best-selling author of Build an A Team and Disrupt Yourself

“In offering 21st century advice in Choosing College to students and parents about what to seek in a college experience, Michael Horn and Bob Moesta also lead counselors, teachers, and higher education leaders to examine what they are offering today's applicants. Introducing the “Jobs to Be Done” concept is a practical guide for sparking reflection, relevance, and renewal across the teaching and learning spectrum. I found how Horn and Moesta provide personal human stories on top of extensive data to be extremely effective driving home key points. This book provides an engaging approach to students and parents making critical decisions about college; even better, it pushes higher education leaders to make decisions that will sharpen their institution's relevance to learners with different needs. And for policymakers confronting tough decisions about higher education, Choosing College is a good starting point for matching how well a state's institutions are meeting today's student and workforce needs.”

Bob Wise, Former West Virginia Governor and Congressman

“Horn and Moesta's “Jobs to Be Done” model can lower the stress and confusion caused by the multitude of higher education options and career choices. Not only does this book teach students and their parents how to explore education and career options, but it also demonstrates how they can have a positive dialog during the process. Colleges and universities can also gain insights from exploring this framework as a new approach to understanding how learning experiences and student life circumstances can better connect.”

Jerry Weber, President of Bellevue Community College

“Too many books focus on how to get into college without starting with the more fundamental question: Why are you going and how will you make it count? Horn and Moesta have developed a powerful framework to help students, and the adults who support them, put purpose and agency at the heart of the college decision process. And the world will be better for it!”

Abby Falik, Founder and CEO of Global Citizen Year

“Choosing College removes the mystery around educational choices and provides a framework to help people deeply understand why they are considering more education…. this book gives them the knowledge and tools to make the right life decisions. This is a critically important and timely work that should be read by all who want to advance their lives through learning.”

Don Kilburn, CEO University of MA Online and Former President of Pearson North America

“Horn and Moesta shed novel light on what is really at work when students choose college. By helping us all focus on what we really seek from college and therefore what really matters to us, they open up rich new terrain for thinking better about one of the most important, and often expensive, choices we make. As a parent, this book helped me rise above brand chasing toward smart matching. As a leader in higher education, this feels like a needed wake-up call at a crucial moment in history to setting mission and focusing priorities for institutions to move beyond trying to be all things to all people.”

Chris Gabrieli, Chairman, Massachusetts Board of Higher Education and lecturer, Harvard Graduate School of Education

“Choosing to attend or return to college is a critical life decision. Students “hire” a college to do many things. But many prospective students don't fully recognize the criteria on which to make their choice. Sometimes educational “Jobs to Be Done” are well understood and sometimes they are more tacit. Michael Horn and Bob Moesta have captured and articulated the jobs students hire a college to do in a compelling and intuitive way. Better understanding these jobs can more effectively inform student choice. It can also better inform how colleges and universities can serve students and the jobs they are hired to do through their education. This book is as helpful to the prospective student as it is to the university administrator. Choosing College provides a significant contribution to the work of higher education and our collective efforts to better serve students.”

Clark Gilbert, President of Brigham Young University Pathway Worldwide and Former President of Brigham Young University-Idaho

“Michael Horn and Bob Moesta deliver insight after insight about why students choose college… and how to serve them better. A roadmap for leaders in the new world of higher education.”

Alex Hernandez, dean, University of Virginia School of Continuing and Professional Studies

“For almost every individual, the question of college - whether to go, where to go, what major - is one of those life-changing decisions? And while the data continue to support the attainment of postsecondary credentials as the surest path to opportunity, the college choice is decidedly a personal one. In Choosing College, Michael and Bob expertly apply the “Jobs to Be Done” theory to this seminal question, resulting in an incredibly relevant and useful guide for individuals, and those that support them, to evaluate their own reasons and purpose for attending college. It further highlights how and why different learners need different models and options to be successful. The research, personal stories, data, and conclusions weave a compelling narrative, whether you are a first-time, returning, or continuing learner.”

Scott Pulsipher, President of Western Governors University

“Michael B. Horn and Bob Moesta offer sensible and compassionate advice for students and parents alike. By reframing the college choice to focus on the actual reasons that people pursue a degree, Choosing College cuts through the mountains of rumor, hype, and sheer misinformation that typically surround this important decision. Choosing College is clear, concise, and well informed.”

William Deresiewicz, author of Excellent Sheep

This book is about helping you make progress in your life. As you face struggles about whether or where to get more education, this book can help you figure out what you are trying to achieve. It then offers sound advice on how to get you there.

It builds off of work that I began with Bob Moesta over two decades ago at the Harvard Business School. Bob and his partner Rick Pedi brought me a puzzle around marketing and product development that has set us on a lifelong journey of collaboration. That puzzle was, “If a company offers a new service, how can it predict in advance whether a customer will buy it?” Even more interesting, can it predict whether a customer will be delighted by it?

Answering this question – along with many related ones – led to the development of the Jobs to Be Done theory. In a nutshell, people don't buy products or services simply because they fall into a particular demographic category. Rather, people hire services to get a job done in their lives so that they can make progress. Understanding this has helped us reframe the world from mere products, services, and categories – like “colleges,” “universities,” and “18- to 24-year-olds” – to understanding what causes people to make the choices they do. This has helped make innovation far more predictable.

Working as a professor at the Harvard Business School, where I have the opportunity to learn constantly from my students, has been one of life's greatest joys. Indeed, my students have helped Bob and I hone the Jobs to Be Done theory over the years to become even more precise and predictive.

My career in academia has also allowed me to have a close-up view of how much students could benefit from a clearer understanding of why they are going to school – or in our language – what Job they hired the school to get done in their lives. Too many students and families don't have a clear idea of why they are going to school, which leads them to make choices inconsistent with the progress they are seeking and their particular circumstances. It doesn't need to be this way.

Colleges and universities will also benefit from having a clearer sense of the “Job” they are being hired to do in the lives of students. Although colleges and universities delivered on a clear Job to Be Done in their infancy, as I've explored in some of my writing with Michael Horn, with whom I have collaborated on improving education for nearly 15 years now, they have evolved to be places that seek to do everything for everyone. As a result, most institutions don't do any given Job particularly well, and they've become much more expensive.

In reading Choosing College, I realized my former students – Bob and Michael – have once again taught me a tremendous amount. The book offers a clear, theory-driven approach for individuals and families making the college decision, as well as for higher education institutions as they decide where to focus in the future, a decision with existential ramifications.

Peeling back the layers for why you are doing something and then shedding light on the path ahead for what's next in your life is invaluable. I trust that you will find this book as useful as I do as I continue to learn and make progress in my own life.

If you are thinking about whether you should get more education or where to get it, this book is for you.

But this book isn't your typical guide to schools. It's designed to help you better understand yourself and your current situation.

ASK THE RIGHT QUESTION

If you aren't currently considering more education, as you read you might learn that it's just what you need to make progress in your life. And if you're sure that more education is the right next step, you might surprise yourself and discover that it isn't.

Many books focus on the process of getting into school or how to rank different schools based on their features. This book doesn't tackle those questions.

Instead, if you are considering getting more education, this book will help you answer a more foundational question first. That question is why?

Why are you seeking more education in your life? Or why should you? What is the progress you are trying to make?

Once you know the answer, you will be ready to make a better choice – and making a good choice is more critical today than ever before, as the cost of college has risen and a mistake can be crippling, but the rewards can be life changing. In today's complex world of choosing college, you need every possible edge you can get.

If you're willing to put in just a little time and be honest with yourself, this book can give you that edge.

We've learned that there are many reasons people go back to school. And there are more people in situations just like yours than you could have ever imagined who are struggling just like you.

YOU COULD BE STRUGGLING BECAUSE…

You are in high school and stressed out over the college admissions process.

You know exactly which college you want to attend, but understand that college admissions can be like a lottery and you aren't sure whether to apply to “safety” schools.

You feel that your parents, friends, family, school, or employer are pushing you to go to a school that doesn't excite you.

You feel like you're just going through the motions as you apply and that education is the next logical step in your life.

You're unsure whether college – or any education at all – is the right next step.

You feel stuck – at home, in your town, in your job, or in a relationship – and that going to school would provide a good escape.

You are in a rut at work, know what you want next, and understand that you need more education to get there.

You are in a rut at work, don't know what you want next, and think education could help you figure it out.

You're ready to take the next step in your career and know what education you need to get there.

You are late in your career and wish you had pursued a dream earlier through more education.

You are at a comfortable place in your life and ready to learn more.

You have been out of the workforce, want to get back in, and think going back to school could help.

In all of these situations and many others, you have a struggle. You're trying to figure out what's next. And we can help you.

WHY THIS BOOK CAN HELP

This book can help by giving you the language to understand the outcome you are seeking in your situation. It will also give those around you, like your parents, the language to understand what you are going through so they communicate on your terms, not theirs.

How? Because we interviewed and interrogated people to collect more than 200 detailed stories of individuals making choices just like yours. And then we surveyed well over a 1000 more students to learn about their choosing process, too.

We didn't collect stories from just anybody. We collected them from people resembling nearly everybody.

We talked to people who chose four-year schools, two-year schools, coding bootcamps, online schools, and more. We interviewed women and men of all races. We talked to students who were under 18 all the way up to students who were over 60. Some of the students we talked to already had a college or even a master's or PhD degree. Others had only a high school diploma or a General Educational Diploma (GED). Some were the first in their family to go to college. We talked to both students who attended school full-time, as well as those who worked while they attended. The students we talked to came from wealthy, middle-class, and low-income families.

The one thing they had in common? They were choosing whether and where to get more education.

We didn't just collect their stories. Once we had them, we analyzed them to learn why people were choosing school. We discovered what was driving each person to seek more education and what success in each situation looked like – what we call a “Job to Be Done.”

We discovered that there are five “Jobs to Be Done” for which people choose college. That's right. After collecting over 200 stories and surveying well over a thousand students, we found just five Jobs.

People choose school to:

1. Get into “their best” school
2. Do what's expected of them
3. Get away
4. Step it up
5. Extend themselves

Sounds simple, right? Well, it is…and isn't.

Each “Job” is filled with lots of underlying forces and reasons that shape people's decisions.

Some of these reasons are functional considerations. For example, if I get another degree, I'll get a raise that justifies the cost.

But we're not robots. We typically don't do things just for functional reasons. More often than not, the forces acting on us are emotional or social. For example, all of my friends are going to college, so maybe I should, too. Or, I really want to challenge myself to see if I can do this.

After all, the choice to get more education – or where to get that education – is complicated.

There are many forces tugging on us in all directions. We are pushed and pulled by our dreams and aspirations, by what people in our lives tell us and do, by society's expectations, and by basic needs. From a young age, some just assume they will go to college after high school. Others don't think of college until much later. For many of us, our decisions are anchored early on by sports allegiances, family ties and stories, formative educational experiences, geographic considerations, financial matters, and more.¹

But you already know that, or you wouldn't be reading this book.

That's why we call your motivations for going to college “Jobs” rather than just “reasons” or some other name. A “Job” captures the set of reasons that cause you to do something, along with your circumstances and a clear understanding of what success looks like in that context. In the book, we capitalize the word “Job” whenever we are referring to a “Job to Be Done” to avoid confusion from the everyday usage of the word “job” – a paid position of employment – which many suggest is the primary reason people go to college today (spoiler alert: it's more complicated than that).

Bob Moesta, one of this book's coauthors, created the Jobs to Be Done theory. It is more than just theoretical. Understanding human behavior – what people actually do, not just what they say they will do – can help people make better choices.

Bob developed his theory more than two decades ago with Harvard Business School Professor Clayton Christensen, and he's used it to build over 3500 new services, products, and businesses across nearly every industry – not only for education, but also for cars, consumer packaged goods, food, defense, software, financial services, and health care. The services and products that Bob and his team at the ReWired Group have helped develop account for billions of dollars of sales per year. The central insight behind the theory is that people don't buy products or services for their own sake. Instead, they “hire” products and services to help them do a Job – which is to say, make progress in a specific circumstance in their life.

Pairing Bob with Michael Horn, the other author of this book, who for over a decade has been researching, writing about, and shaping the future of education, as well as helping students and schools innovate, allowed us to uncover insights to help you.

HELPING YOU AS A STUDENT

And that's where we start. In the next chapter, we tell you why now, more than ever before, getting the college-choosing process right is so important.

Part II of the book is then focused on helping you make a good decision given your situation. In Chapters 3–7, we explore each Job to help you discover which one describes your current context. To help you identify which Job you're in right now, we share several of the stories from the people we talked to so that the Jobs are clear and concrete. We also built a tool that will help diagnose which of these Jobs you are experiencing right now. It's free with the purchase of this book. You can download it at http://choosing.college.

For each Job we then offer advice for how to be successful. But more importantly, we offer guardrails to help you avoid a misstep.

Our advice is based on what we learned from the specific examples and patterns that emerged from the people we interviewed, as well as external research, our experience in designing new services to help people accomplish their Jobs, and our own personal experiences. Given that this is the first time we are publishing this research, we are sure that our advice is not comprehensive. Once you know what circumstance applies to you, you should talk with your friends and family.

To help you do so, the advice is structured in three steps in each chapter so you can walk through a design process and build a Job to Be Done profile for yourself:

• Step 1: Know thyself. In this step, you clarify your current situation and what's important to you right now from a functional, emotional, and social perspective.
• Step 2: Identify matches. Here, you identify what educational options you can potentially hire to help you accomplish your Job based on the experiences you must have to help you make progress.
• Step 3: Check and choose. In this step, you try out different solutions to learn precisely where you need to make progress – and importantly, what won't work – and then you make your choice.

The goal is to help you make a better decision and get more value out of any education you pursue after high school – ranging from college to a short online course, or law school to a coding bootcamp.

Then we put it all together in Chapter 8 so you can see how, over the course of your life, you're likely to experience most, if not all, of these Jobs – some of them several times – and what that means for you.

This book won't give you “the answer” – as if there is only one – of where to go to school. We won't break down the minutiae of every aspect of college, from cost to scholarships and from accessibility of faculty and teaching assistants to college safety. Other books, guides, and tools can help with that – but only once you know why you are going and what you're really chasing.

Part II will help you figure that out, along with Chapter 11 in Part IV at the end of the book that summarizes three key insights for you.

HELPING YOU AS A PARENT

If you're a parent, Part II is also for you. Perhaps the only thing more nerve-wracking than figuring out what is next in your own life is wondering what is next for your child.

This book will help you with both. And even it will give you the language to be able to talk to your child in their language so that you can better understand each other and not talk past one another. If you have already completed college, you will continue to learn throughout your life, so each of the Jobs will have direct relevance for you. That's right – as you read, you're likely to realize that this book will help you in your own life journey, not just your child's.

But at the end of each of the chapters in which we explore a Job we discovered (Chapters 3–7), we offer you concrete advice as a parent. The advice is aimed so you can help your child make progress given her goals – not yours – and so you don't set her back.

The insights and recommendations in these sections will also help guidance counselors, college counselors, and high school educators, as well as friends and colleagues of people struggling with the question of whether and where to pursue more education. Although we don't dive into the question of how high schools should redesign themselves based on what we've learned in this book, there is no question that there are many redesign opportunities to better prepare students for the journey of learning throughout their lives.²

HELPING YOU AS A SCHOOL PROFESSIONAL

This book isn't just for helping prospective students and parents. Helping students make better choices will force schools to improve. But we also want to help schools improve directly so they can innovate and offer better choices to students.

If you work at a college or university, lead or work at another type of educational program, or plan on starting one, Part II will help you understand why students consider and enroll in your school. That's the demand side of the equation.

Part III focuses on the supply side. It shows you how to design your school to help students be successful in their educational journeys. If you're a student or parent, reading Part III will help you know what to look for to see if schools are acting with your Job in mind. Not including this section would be doing an injustice because we'd be shortchanging one half of the equation that can improve the education choices you have available. But if you're a student or parent, Part III is not required reading.

If you work at an education provider, we dive deeper into the Jobs to Be Done theory in Chapter 9 so you can see why understanding the Job to Be Done affects both how you design your service and structure your organization to maximize the odds of success and efficiency. We also offer guardrails to help you avoid offering a one-size-fits-none solution.

In Chapter 10, we provide some insights into how to design better experiences for each of the different Jobs. We do not have all the answers, but in some cases, we recommend some radical restructuring to help students accomplish their goals given the circumstances in which they find themselves hiring education.

In Part IV, Chapter 11 summarizes and expands on some of the big insights that emerged in the course of the book. We also offer an Appendix that explains our research process – how you discover a Job to Be Done, how we found people to interview, and whom we interviewed. You only have to read the Appendix if you are interested in doing Jobs to Be Done research yourself or want to better understand our methodology.

So let's get started. A world of better decisions about your educational choices awaits you.