WORKING PAPER

The Power of Jobs to be Done for Consumer-Oriented Businesses

By Marielle De Blois

Unlock Growth & Insight

Revealing the deep motivations behind everyday decisions to design products and experiences that resonate emotionally and functionally.

Uncovering whitespace for growth—helping brands expand into new markets, categories, and occasions based on unmet consumer Jobs.

Creating brand strategies that communicate meaningfully, differentiate clearly, and build lasting loyalty through emotionally-charged value propositions.

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Summary

The Power of Jobs to Be Done for Consumer-Oriented Businesses by Marielle De Blois shows how consumer brands can move beyond demographics and data to truly understand why people buy. The paper demonstrates how the Jobs to Be Done (JTBD) framework unlocks new growth opportunities by uncovering functional and emotional motivations behind purchasing decisions. Through real-world examples—from toothpaste to Uber and PODS—it reveals how JTBD helps businesses design better products, identify whitespace, expand into adjacent categories, and build brands that connect emotionally while staying strategically grounded.

WORKING PAPER

Why JTBD for Consumer Goods and Services?

Companies are contantly seeking innovations to stay ahead. But without a clear understanding of consumer needs and wants, developing new products can be risky business. More often than not, innovations fail because they aren’t solving an actual consumer problem. Jobs to be Done can fix that. For consumer-oriented businesses, the Jobs to be Done framework is especially beneficial on several fronts:

It helps companies precisely identify their consumers’ needs by looking at both emotional and functional aspects
It enables brands to communicate a consistent value prposition to both consumers and retailers
It allows for effective differentiation in crowded markets, even in seemingly stable ones
It supports brand expansion into new domains while preserving brand consistency ensuring that the brand identify remains strong and recognizable

How Can Jobs to be Done Help You Achieve These Goals?

Become a Better Innovator

3. Unlock Market Expansion Opportunities

Craft a Compelling Brand Strategy That Connects with Consumers on a Deeper Level

How Can Jobs to be Done Help You Achieve These Goals?

This paper provides a detailed look at how to use Jobs to be Done to:

Become a better innovator:
Identify gaps in the market and explore new avenues for growth by understanding the core reasons consumers “hire” your solutions or use totally different approaches to accomplish their Jobs
Unlock Market Expansion Opportunities
Incorporate consumer insights into your strategic planning and business strategies to ensure that your efforts are aligned with consumer needs.
Craft a compelling brand strategy
Connect with your consumer at a deeper level by developing a brand strategy that resonates with their underlying motivations, fostering loyalty and differentiation in the marketplace

How Can Jobs to be Done Help You Achieve These Goals?

Become a Better Innovator

3. Unlock Market Expansion Opportunities

Craft a Compelling Brand Strategy That Connects with Consumers on a Deeper Level

How Can Jobs to be Done Help You Achieve These Goals?

This paper provides a detailed look at how to use Jobs to be Done to:

Become a better innovator:
Identify gaps in the market and explore new avenues for growth by understanding the core reasons consumers “hire” your solutions or use totally different approaches to accomplish their Jobs
Unlock Market Expansion Opportunities
Incorporate consumer insights into your strategic planning and business strategies to ensure that your efforts are aligned with consumer needs.
Craft a compelling brand strategy
Connect with your consumer at a deeper level by developing a brand strategy that resonates with their underlying motivations, fostering loyalty and differentiation in the marketplace

How Can Jobs to be Done Help You Achieve These Goals?

Become a Better Innovator

Craft a Compelling Brand Strategy That Connects with Consumers on a Deeper Level

How Can Jobs to be Done Help You Achieve These Goals?

This paper provides a detailed look at how to use Jobs to be Done to:

Become a better innovator:
Identify gaps in the market and explore new avenues for growth by understanding the core reasons consumers “hire” your solutions or use totally different approaches to accomplish their Jobs
Unlock Market Expansion Opportunities
Incorporate consumer insights into your strategic planning and business strategies to ensure that your efforts are aligned with consumer needs.
Craft a compelling brand strategy
Connect with your consumer at a deeper level by developing a brand strategy that resonates with their underlying motivations, fostering loyalty and differentiation in the marketplace

How Can Jobs to be Done Help You Achieve These Goals?

Become a Better Innovator

3. Unlock Market Expansion Opportunities

Craft a Compelling Brand Strategy That Connects with Consumers on a Deeper Level

How Can Jobs to be Done Help You Achieve These Goals?

This paper provides a detailed look at how to use Jobs to be Done to:

Become a better innovator:
Identify gaps in the market and explore new avenues for growth by understanding the core reasons consumers “hire” your solutions or use totally different approaches to accomplish their Jobs
Unlock Market Expansion Opportunities
Incorporate consumer insights into your strategic planning and business strategies to ensure that your efforts are aligned with consumer needs.
Craft a compelling brand strategy
Connect with your consumer at a deeper level by developing a brand strategy that resonates with their underlying motivations, fostering loyalty and differentiation in the marketplace

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About The Authors

Marielle De Blois

PARTNER

Marielle has guided more than 30 companies across consumer goods, healthcare, financial services, and tech to apply JTBD in practice. She brings a blend of consulting and brand strategy expertise, shaped by years working with Procter & Gamble and Novartis, and has co-authored influential working papers on customer-centered innovation.

WORKING PAPER

The Power of Jobs to be Done for Consumer-Oriented Businesses

By Marielle De Blois

Revealing the deep motivations behind everyday decisions to design products and experiences that resonate emotionally and functionally.

Uncovering whitespace for growth—helping brands expand into new markets, categories, and occasions based on unmet consumer Jobs.

Creating brand strategies that communicate meaningfully, differentiate clearly, and build lasting loyalty through emotionally-charged value propositions.

Download File