Jobs to Be Done (JTBD)

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.

Format

A job statement follows the structure: Verb + metric + object of control + contextual clarifier

ElementDescription
VerbDefines the action the customer wants to achieve.
MetricDefines the desired result or benefit the customer seeks to achieve by completing the job.
ObjectSpecifies the object or target of the action.
ContextDescribes the situation or circumstances surrounding the job.

Worked Examples

Functional Jobs

VerbMetricObjectContext
Minimisethe time is takes tosave receipts and log the values in an expense reportwhile on the road
Improvethe feeling of productivityduring the morning commutefor busy professionals

Emotional Jobs

VerbMetricObjectContext
Enhancethe feeling ofconfidence and control over personal financeswhen managing budgets and tracking expenses
Reducethe stress ofthe morning commutefor parents with young children

Social Jobs

VerbMetricObjectContext
Impressmanagement withquick and accurate management of expense reportsshowcasing professionalism and efficiency
Becomethe trusted source ofinformation and advice related to marketing strategieswith 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.

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