To get an edge on the competition, you need to start with your most important factor: your customer. Our Jobs to be Done methods cut deep to your customer’s functional and emotional motivations and give unparalleled insights into why people behave the way they do. ​

​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.

Jobs to be Done are the underlying priorities that motivate peoples’ behaviors and choices – whether they are B2B or B2C customers. They explain what drives demand, rather than focusing on what customers buy today or what their stated preferences are. They explain how ice cream, for example, is not just a sweet treat, but also a unique way to bond, celebrate, and console. 

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.

Download the Jobs to be Done Working Paper​

Uncover the “why” behind customer behavior, lay the foundation of your strategy and product roadmap, and connect with customers in compelling ways. In this working paper you’ll learn:​
  • The fundamentals of Jobs to be Done and why this approach works
  • A step-by-step process for applying these methods
  • How companies like Twitter use Jobs to be Done to unlock new growth
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Understand Your Customers and Shifting Trends in Your Market

Over 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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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.

Jobs to be Done in Action

Tillamook

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

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UnitedHealthcare

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

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Let's Uncover Your Customers' Jobs to be Done

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