JANUARY  2022

Using Jobs to be Done to Strategize Growth

Insights from New Markets Advisors
Perspectives from New Markets Advisors
Steven Wunker,
Managing Director
In its new survey of global CEOs, PwC reports that 77% believe economic growth in 2022 will improve on what was already a very solid 2021. Our practice is certainly seeing a wave of companies looking for bold growth strategies. Oftentimes, executives are surprised about one of the lenses we use to make these strategies exceptional: Jobs to be Done. Here’s why we think​it’s so valuable.

​As many of our followers know, we have a long and deep association with JTBD methods since their inception with Clayton Christensen two decades ago. We use them to help set growth strategy because:

  1. The lens of JTBD and a customer-first approach to strategy allows you to play the game differently from your competitors by competing along vectors they haven’t even considered
  2. A focus on customers’ JTBD opens up cost levers that you couldn’t access before; it prevents you from overdelivering, or delivering on the wrong priority
  3. JTBD gives you a strategy with a shelf-life. Jobs change only very slowly, even in fast-paced industries, and so provides you a lasting focus
  4. In complex B2B markets, JTBD supplies you a common currency to assess the demands of various stakeholders and determine where you will excel vs. not
  5. By enabling you to target your customers differently, JTBD allows you to create product-market fit and communicate it in laser-focused, cost-efficient ways
  6. JTBD enables you to re-define your competitive set, and therefore spot both opportunities and threats that you may have missed before

​Our site has a wealth of resources on both growth strategy as well as Jobs to be Done. If you’d like to sample some of our thought pieces, please check out the links below. Here’s to a 2022 packed with good news for us all.

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Five-Step Roadmap to Grow Into an Adjacent Market
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Take this powerful approach as your business seeks new
​ways to grow.



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​Three Strategies for Becoming an Industry Game Changer

Explore these innovation methods for making bold growth moves.

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​Understanding the "Why" in Customer Experience

Understand your customers’ true motivators using this
​technique where journey mapping meets Jobs to be Done
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