Jobs to be Done Framework
Spot the real motivations and anticipate where opportunities lies
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Why your innovative ideas fall short?
Most customers are incapable of envisioning what a new product, service, or business model should be. They are usually not engineers or customer experience specialists. They know what they would like to get done, not the best way to do it.
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Customers often have quite different perspectives than companies. As the great management thinker Peter Drucker once wrote, “The customer rarely buys what the company thinks it is selling.”
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Why your innovative ideas fall short?
Companies are constantly seeking innovations to stay ahead. But without a clear understanding of customer needs and wants, developing new products, services, and business models can be risky business. For many firms, innovation is guided either by company-centric thinking that focuses on products to sell, or by asking customers what they want. Both approaches are incomplete.
- Customers often have quite different perspectives than companies. As the great management thinker Peter Drucker once wrote, “The customer rarely buys what the company thinks it is selling.”
- Most customers are incapable of envisioning what a new product, service, or business model should be. They are usually not engineers or customer experience specialists. They know what they would like to get done, not the best way to do it.
To gain a competitive edge, start with your most important factor: your customer
Knowing your customers’ Jobs to be Done can redefine your landscape of opportunities in competitive strategy, product development, sales approaches, as well as marketing and messaging. It can expand and re-segment your market. It ensures that your solutions are truly customer-centric.
Understanding what motivates your customers, both functionally and emotionally, as well as how that relates to factors such as customer journey and company competitive advantage, enables you to focus on what really matters, broaden the playing field, and find new ways to build both revenues and customer value.
Understanding what motivates your customers, both functionally and emotionally, as well as how that relates to factors such as customer journey and company competitive advantage, enables you to focus on what really matters, broaden the playing field, and find new ways to build both revenues and customer value.
What is Jobs to be Done (JTBD)?
Jobs to be Done (JTBD) explains what motivates people to decide and act the way they do. It looks beyond current behavior and asks, “What exactly is the customer trying to get done?” By shifting focus away from behavior and towards motivation, you can better pinpoint what will delight customers and what will fall flat.
The methodology comprehensively unpacks the needs satisfied by a product, service, business model, or even an internal process. It incorporates rather than omits the specific contexts in which those needs are addressed. It explains how ice cream, for example, is not just a sweet treat, but also a unique way to bond, celebrate, and console.
The methodology comprehensively unpacks the needs satisfied by a product, service, business model, or even an internal process. It incorporates rather than omits the specific contexts in which those needs are addressed. It explains how ice cream, for example, is not just a sweet treat, but also a unique way to bond, celebrate, and console.
How is Jobs to be Done (JTBD) different from other methods?
Traditional market research frameworks often fall short when it comes to revealing the underlying motivations that drive customer behavior. But JTBD is different. Done right, what makes JTBD unique is that it doesn't rely on customers articulating their needs precisely, measuring them, or framing everything solely in the context of functional Jobs. Instead, effective deployment of JTBD offers a rigorous approach for understanding customer behavior, defining opportunities, identifying adoption obstacles for new solutions, and evaluating the full competitive landscape.
JTBD focuses on the underlying needs
Unlike traditional frameworks that primarily focus on demographics and psychographics, JTBD delves into the underlying motivations that shape customer behavior and preferences
JTBD Provides a more accurate understanding
Traditional research often relies on self- reported data – which can be incomplete – and tends to average out important details. Instead, JTBD focuses on those details, identifying specific purchase and usage events that contextualize how offerings fit into customers' lives
JTBD covers unmet needs
JTBD excels in identifying unmet, latent needs that customers may struggle to express directly. By understanding the Jobs that customers want to accomplish, companies can pinpoint areas to excel in, differently
Trusted for Bringing Lasting Results to Our Clients
Free Download the Jobs to be Done Working Paper​
This paper is a very short form of our bestselling book on the topic, Jobs to Be Done: A Roadmap for Customer- Centered Innovation. It distills our 20 years of experience with these approaches, starting out with six years of work alongside the concept’s originator, Harvard Business School Prof. Clayton Christensen.
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Our Approach to Gathering Jobs to be Done Insights
Our method for gathering Jobs to be Done insights looks at 8 key elements to give a rigorous, detailed, and holistic view of consumers. This method allows us to depict the landscape of Jobs to be Done for distinct customer groups, including key decision-making elements such as the drivers that impact how important certain Jobs are, the pain points they encounter with current approaches, and the success criteria they have for calling a Job “well done”.
We often use a combination of qualitative and quantitative research methods for gathering Jobs to be Done insights. Qualitative methods — such as in-depth interviews and ethnographies — are best suited for laying out the landscape of Jobs to be Done, while quantitative surveys can be deployed to assess the prevalence of these Jobs in the marketplace, measure satisfaction gaps, and identify groups of customers that are united by similar Jobs. Our engagements are tailored to each company and situation -- we’ll work closely with you to determine the best tools to suit your target customer, research questions, budget, and timeline.
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Understand Your Customers and Shifting Trends in Your MarketOver the past dozen years, our firm has developed and refined a unique way to turn the theory of Jobs to be Done into winning innovations, product strategies, and actionable business plans. Our firm’s leadership worked for years to develop and refine the concept with Clayton Christensen, the Harvard Business School professor who first popularized the Jobs to be Done theory. We now stand as a global leader in Jobs to be Done, having a long trajectory applying it to hundreds of contexts and helping companies outperform their competitors. Our team has written extensively on the subject, including in our award-winning book: Jobs to be Done: A Roadmap for Customer-Centered Innovation
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2016 Best Business Book Award Winner
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Jobs to be Done in Action
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How a leading U.S. dairy brand captured new growth opportunities by uncovering unmet customer needs LEARN MORE > |
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Let's Uncover Your Customers' Jobs to be Done
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