A framework that focuses on understanding the underlying motivations and goals customers have when using a product or service, rather than their demographic characteristics or product features.
What is Jobs to Be Done (JTBD)?Jobs to be Done (JTBD) is a powerful framework for understanding customer needs and designing products and services that effectively meet those needs. The core idea behind JTBD is that customers don't simply buy products or services; they "hire" them to get a specific job done. By focusing on the underlying job that customers are trying to accomplish, businesses can gain valuable insights into what truly motivates customer behavior and create solutions that resonate with their target audience.The Origins of Jobs to Be DoneThe Jobs to be Done concept was pioneered by Clayton Christensen, a Harvard Business School professor and innovation expert. Christensen introduced the idea in his 2003 book, "The Innovator's Solution," and since then, it has gained widespread adoption among product managers, marketers, and entrepreneurs.Understanding the Jobs to Be Done FrameworkAt its core, the JTBD framework is about understanding the progress that customers are trying to make in a given circumstance. It's not about the product itself, but rather the job that the customer is hiring the product to do. For example, a customer might hire a milkshake to provide a convenient, filling breakfast during their morning commute. The job, in this case, is not about consuming a milkshake, but rather about satisfying hunger and making the commute more enjoyable.To uncover the jobs that customers are trying to get done, businesses need to dig deeper into customer motivations and desired outcomes. This involves conducting in-depth interviews, observing customer behavior, and analyzing data to identify patterns and insights.Applying Jobs to Be Done in Product DevelopmentOnce you have a clear understanding of the jobs that customers are trying to get done, you can use this knowledge to inform product development and innovation. By focusing on the job rather than the product, you can create solutions that are more closely aligned with customer needs and desires.For example, if you're developing a new productivity app, you might focus on the job of helping users manage their time more effectively. This could involve features like task prioritization, calendar integration, and reminders. By designing your app around the job to be done, you can create a more compelling value proposition and differentiate yourself from competitors.Using Jobs to Be Done in Marketing and SalesThe JTBD framework can also be applied to marketing and sales efforts. By understanding the jobs that customers are trying to get done, you can craft messaging and positioning that resonates with their needs and motivations. This can help you attract the right customers and build stronger, more lasting relationships.For example, if you're selling a home security system, you might focus on the job of providing peace of mind and protecting loved ones. Your marketing messages could emphasize the reliability and effectiveness of your system in preventing break-ins and ensuring family safety.ConclusionJobs to be Done is a powerful framework for understanding customer needs and designing products and services that effectively meet those needs. By focusing on the underlying job that customers are trying to accomplish, businesses can gain valuable insights into what truly motivates customer behavior and create solutions that resonate with their target audience. Whether you're developing a new product, crafting marketing messages, or optimizing sales efforts, the JTBD framework can help you create more compelling value propositions and build stronger customer relationships.