Jobs to Be Done is a powerful framework that helps you understand the underlying motivations and desired outcomes that drive customers to purchase and use your products or services, for both B2C and B2B businesses. Instead of focusing on current behaviors, it asks, “What exactly is the customer trying to get done?” By shifting attention from behavior to motivation, Jobs to Be Done enables you to predict what will resonate with customers and avoid innovations that fall flat.

Let’s break this down with a simple example: Coffee. People don’t simply buy coffee—they turn to it to fulfill specific Jobs in their lives. For some, it’s about staying alert and productive during a busy morning. For others, it’s about enjoying a moment of comfort or connecting socially with friends. By identifying and understanding these functional and emotional Jobs, as well as the obstacles that might stand in the way (like limited time or access), businesses gain actionable insights that guide innovation and strategy.

Rather than just selling features or benefits, Jobs to Be Done empowers your team to focus on the essential Jobs customers need to accomplish. This perspective not only broadens creative possibilities but also leads to solutions that are more impactful, and customer centered.
How Is Jobs to Be Done different from other research methods?
Traditional market research often misses the mark when it comes to understanding the deeper motivations behind consumer behavior. While other methods focus on demographics or self-reported data, Jobs to Be Done offers a unique approach that goes beyond surface-level responses. It doesn’t rely on customers to articulate their needs precisely, nor does it measure everything solely in functional terms. Instead, Jobs to Be Done provides a rigorous framework for uncovering the underlying reasons behind customer actions, highlighting new opportunities, identifying adoption barriers, and evaluating the competitive landscape from a fresh perspective.

Key Differentiators:
  1. Jobs to Be Done Focuses on the Underlying Need: Unlike traditional methods that often concentrate on demographics and psychographics, Jobs to Be Done digs deeper into the motivations that actually drive consumer behavior, providing a clearer understanding of what truly matters to your customers.
  2. Jobs to Be Done Offers a More Accurate Understanding of Behavior: While traditional research often relies on averages and self-reported data, Jobs to Be Done focuses on specific purchase and usage events, allowing you to understand how your product or service fits into real-life customer contexts—capturing the nuance that other methods miss.
  3. Jobs to Be Done Uncovers Unmet Needs: Jobs to Be Done excels at revealing latent, unmet needs—those that consumers may not even be able to express directly. By focusing on the Jobs customers are trying to accomplish, Jobs to Be Done helps companies identify areas where they can uniquely deliver value and solve problems in new ways.
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Read the Book

Explore our Guides
learn how to apply jobs to be done in consumer goods
learn how to apply jobs to be done in financial services
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learn how to apply jobs to be done in healthcare
learn how to apply jobs to be done in technology
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How can Jobs to be Done transform your business?

​Jobs to Be Done isn't just a framework--it's a powerful tool that helps you better understand your customers, unlock new opportunities, and drive growth. By focusing on the deeper motivations behind customer actions, Jobs to Be Done empowers you to make smarter decisions, innovate more effectively, and connect with your audience in ways that truly resonate. Here's how it can help your business thrive:
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  • Become a Better Innovator: With Jobs to Be Done, you’ll get to the heart of why customers "hire" your products or services. It helps you solve the right problems by understanding your customers as real people with both emotional and functional needs. By uncovering the root causes of customer challenges—not just surface-level symptoms—you’ll create solutions that really hit home. You’ll also gain clarity on what matters most, so your team can focus on the ideas that will have the greatest impact.​
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  • ​Unlock Market Expansion Opportunities: Jobs to Be Done opens up new growth possibilities by helping you see the hidden motivations driving your customers. It shows you where there are untapped markets, new occasions where your products can add value, and how to expand into related categories. Whether you’re venturing into new geographies or identifying unmet customer needs, Jobs to be Done gives you the insights you need to make informed, strategic decisions that fuel expansion.
  • Craft a Compelling Brand Strategy: Understanding your customers' functional and emotional Jobs is key to building a brand that stands out. Jobs to Be Done helps you connect with your customers on a deeper level, moving beyond features to focus on how your products make them feel. By tapping into these emotional triggers, you can build stronger connections, foster loyalty, and differentiate your brand in the marketplace—leading to a stronger, more compelling value proposition.
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  • Drive Customer-Centric Decision-Making: Leverage customer insights across every aspect of your business—whether it’s strategic planning, product development, or marketing campaigns—to ensure all efforts are aligned with what your customers truly need and value.
​Let’s discuss how Jobs to Be Done can help you drive innovation and growth.
​Book a free strategy call today.
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Working with us to unlock your business’s potential with Jobs to Be Done

The Jobs Atlas: Our Proven Framework for Uncovering Customer Insight

At New Markets Advisors, we’ve spent the past two decades perfecting a unique way to turn the theory of Jobs to Be Done into real, actionable business results. We call this framework the Jobs Atlas. It’s designed to help you understand your customers on a deeper level by focusing on eight key elements of customer decision-making.
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With the Jobs Atlas, we take a comprehensive look at what drives your customers’ decisions. By mapping out the landscape of Jobs to Be Done for your target customer groups, we can help you innovate in ways that truly surprise and delight. Our approach gives you a clear view of which Jobs are most important, where customers face pain points, and what success looks like for them. This clarity empowers you to create more effective, customer-centered strategies that drive growth and loyalty.

What Does an Engagement with Us Look Like?

When you work with us, we take a collaborative approach. We’ll work closely with your team to tailor a plan that fits your unique business needs. Our process is flexible, allowing you to decide how involved your team would like to be at every stage. Here’s a look at how we typically structure an engagement:
Ready to Get Started?
​Book a 30-minute strategy call with us today to discover how we can help you implement Jobs to Be Done and drive growth for your business
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Our track record of success with Jobs to Be Done

With over two decades of experience, we have partnered with more than 100 clients to help them become more customer-centric through Jobs to Be Done. Our work has contributed to the successful launch of numerous new products, supported the development of go-to-market plans, guided businesses in creating effective growth strategies, and strengthened the innovation capabilities of many organizations. This extensive track record of successful collaborations demonstrates our deep expertise in the framework and our ability to deliver actionable insights that drive lasting results.
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Past clients who have trusted us

What our clients are saying

CO-OPERATORS

Peter Primdahl
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Vice President, Emerging Business Models & Co-Head of CVC Funds

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"New Markets Advisors' extensive knowledge and experience with Jobs to be Done, combined with customized approaches and creative execution, delivers deep insights, viable solution options and timeless value."

James Phimister

Managing Director
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​NEJM Group

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PETSMART

Dan Dombey
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VP of Strategic Planning and Corporate Development

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"New Markets’ Jobs to be Done research provided a fresh perspective on our business that has influenced thinking across the organization. The insights the team delivered gave us a unique and extremely valuable understanding of the reasons behind the different ways our customers shop.”

Nate Hill

Emerging Idea Marketing Leader
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​Nestlé

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COGNIZANT TECHNOLOGY SOLUTIONS

Bhaskar Venkatasubramanian
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Innovation Program Manager

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"When we wanted to learn the Jobs to be Done skill, we evaluated a handful of consultants. Our choice of New Markets has turned out to be excellent. Their expertise in the concepts and their practice along with their thoughtful mentoring has helped in applying this new skill in our day-to-day work. This has given us a new perspective and ability to spot opportunities.”

Wolfgang Renz

Corporate VP, Business Model and Healthcare Innovation
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Boehringer Ingelheim

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ZIMMER

Paul Conrad
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Vice President, Global Hip Product Management

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"New Markets Advisors did an excellent job of providing our team with a Jobs to be Done framework for generating customer-centric product requirements. Their consultants have a knack for outlining the theories and then applying them in creative and engaging ways.”

Roberto Coppola

Lead Innovation Researcher
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Panasonic - Smart Mobility Office

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Success stories from recent clients

Tillamook

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How a leading U.S. dairy brand captured new growth opportunities by uncovering unmet customer needs​

​LEARN MORE >

UnitedHealthcare

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Improving the quality of life in retirement with Jobs to be Done customer research

​LEARN MORE >
​Ready to explore how Jobs to Be Done can drive success for your business? Let’s discuss how we can apply our proven approach to your business. Book a consultation to start seeing results.
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Meet the Experts on Jobs to be Done behind New Markets Advisors

​At New Markets Advisors, we pride ourselves on having a team of recognized experts who have not only applied the Jobs to Be Done framework across a broad range of industries but have also contributed extensively to the theory’s development and practical application. Our leadership team brings decades of collective experience, and each has made significant contributions to advancing the field.

Steve Wunker

FOUNDER & GLOBAL LEADER IN JOBS TO BE DONE

Steve Wunker led development of one of the world’s first smartphones and has founded four companies and two non-profits. As Managing Director of New Markets Advisors, he advises companies worldwide on creating and executing bold plans for innovation and growth. He is a globally-recognized leader on the topic of Jobs to be Done, having pioneered the approach with Harvard Business School Professor Clayton Christensen. Steve is the author of four books including Jobs to be Done: A Roadmap for Customer-Centered Innovation. He has written over 100 articles for Harvard Business Review, Forbes, The Financial Times, and other major outlets.

​To check out Steve's latest thinking, including key articles and insights, visit the links below: ​​​

Steve Wunker

FOUNDER & GLOBAL LEADER IN JOBS TO BE DONE
Steve Wunker led development of one of the world’s first smartphones and has founded four companies and two non-profits. As Managing Director of New Markets Advisors, he advises companies worldwide on creating and executing bold plans for innovation and growth. He is a globally-recognized leader on the topic of Jobs to be Done, having pioneered the approach with Harvard Business School Professor Clayton Christensen. Steve is the author of four books including Jobs to be Done: A Roadmap for Customer-Centered Innovation. He has written over 100 articles for Harvard Business Review, Forbes, The Financial Times, and other major outlets.

​To check out Steve's latest thinking, including key articles and insights, visit the links below: ​​​

Marielle De Blois

PARTNER & EXPERT IN CUSTOMER-CENTRIC INNOVATION

Marielle De Blois is a partner at New Markets Advisors and has spent the past five years helping over 30 clients across diverse industries—including consumer goods, healthcare, technology, and financial services—embrace Jobs to Be Done to become more customer-centric. With her deep understanding of both the theory and its practical applications, Marielle has guided companies to achieve sustainable growth through better innovation, helping them identify unmet customer needs and craft strategies that directly address those needs. She has also worked closely with clients on brand strategy, enabling them to become more relevant and resonate deeply with their customers. She has written extensively on Jobs to Be Done, contributing to key working papers and articles that share her insights and practical approaches  to customer-centered innovation.

​To check out Marielle's latest thinking, including key articles and insights, visit the links below: ​​​

Dan Paikowsky

PARTNER & SPECIALIST IN JOBS TO BE DONE STRATEGY

Dan is a partner at New Markets Advisors, specializing in applying Jobs to Be Done to develop actionable strategies for business growth. Over the past five years, Dan has guided numerous clients through the process of becoming more customer-focused, helping them uncover unmet needs, refine product strategies, and drive innovation. He has also written articles and working papers that share insights on applying Jobs to Be Done effectively

​To check out Dan's latest thinking, including key articles and insights, visit the links below: ​​​
Let’s Work Together to Drive Innovation:
​Book a call with one of our experts today to discuss how we can help your business grow with Jobs to Be Done

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