Jobs to Be Done (JTBD) is a framework that focuses on understanding the tasks customers are trying to accomplish, the context in which they are trying to accomplish them, and the underlying needs driving their behaviours. It shifts the focus from the product to the customer's objectives.
Purpose
The purpose of identifying the Jobs to Be Done is to uncover the real reasons customers use a product or service. It provides guidance for product development by focusing on customer job fulfillment rather than features.
A job statement follows the structure: Verb + metric + object of control + contextual clarifier
| Element | Description |
|---|
| Verb | Defines the action the customer wants to achieve. |
| Metric | Defines the desired result or benefit the customer seeks to achieve by completing the job. |
| Object | Specifies the object or target of the action. |
| Context | Describes the situation or circumstances surrounding the job. |
Worked Examples
Functional Jobs
| Verb | Metric | Object | Context |
|---|
| Minimise | the time is takes to | save receipts and log the values in an expense report | while on the road |
| Improve | the feeling of productivity | during the morning commute | for busy professionals |
Emotional Jobs
| Verb | Metric | Object | Context |
|---|
| Enhance | the feeling of | confidence and control over personal finances | when managing budgets and tracking expenses |
| Reduce | the stress of | the morning commute | for parents with young children |
Social Jobs
| Verb | Metric | Object | Context |
|---|
| Impress | management with | quick and accurate management of expense reports | showcasing professionalism and efficiency |
| Become | the trusted source of | information and advice related to marketing strategies | with colleagues and clients |
Anti-patterns
- Feature-Centric Thinking: Focusing on product features instead of the customer's job to be done. The Job to be Done should be stable over time and not linked to a product.
- Overlooking Emotional Jobs: Ignoring the emotional or social components of the job, which are often key drivers of customer behaviour.
- Ignoring Context: Failing to consider the context in which the job is done, which can significantly impact how the job is approached and executed.
- Static JTBD Definitions: Not revisiting and updating the JTBD as customer needs and contexts evolve over time.