7.1 Jobs-to-Be-Done
Uncovers the real reasons customers "hire" products to accomplish their goals. Launch on platform.
What is it?
Jobs to Be Done (JTBD), developed and popularised by Tony Ulwick and Clayton Christensen, is a practical framework that shifts strategic focus from products or services themselves to the underlying tasks or "jobs" customers are trying to accomplish. JTBD equips organisations to clearly understand customer motivations, needs, and decisions, enabling more targeted innovation and growth.
Why is it useful?
Applying Jobs to Be Done practically helps you to:
Clarify customer needs: Identify clearly what customers are truly trying to accomplish. Innovate more effectively: Create solutions directly aligned with real customer motivations and unmet needs. Enhance product-market fit: Improve alignment between what you offer and what customers genuinely value. Increase customer loyalty: Offer solutions that deeply resonate, driving long-term satisfaction and retention.
How does it work?
JTBD involves analysing four critical dimensions to understand customer behaviour:
Functional Jobs
Characteristics: Practical tasks customers aim to accomplish.
Approach: Clearly identify and support tasks or problems customers want solved.
Example: Listening to music on-the-go (Spotify), filing taxes quickly (TurboTax).
Emotional Jobs
Characteristics: How customers want to feel when accomplishing tasks.
Approach: Clearly recognize and support emotional outcomes customers desire.
Example: Feeling confident (luxury watches), feeling secure (insurance), experiencing joy (theme parks).
Social Jobs
Characteristics: How customers wish to be perceived by others.
Approach: Clearly address customers’ social and reputational needs and desires.
Example: Appearing environmentally conscious (electric cars), looking professional (premium LinkedIn memberships).
Contextual Understanding
Characteristics: Circumstances, triggers, or conditions influencing why customers "hire" products or services.
Approach: Clearly identify specific situations or contexts prompting customer decisions.
Example: Hiring Uber during bad weather, purchasing meal kits for convenient weekday cooking.
Turning JTBD into Action
To practically apply the Jobs to Be Done framework:
Conduct customer interviews: Deeply explore customer motivations, capturing functional, emotional, and social dimensions.
Prioritize unmet needs: Identify clearly what customers struggle with or desire but currently can’t find.\
Innovate purposefully: Design products or services that precisely address these identified jobs, clearly communicating value propositions.
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