Jobs-To-Be-Done Framework helps us understand why people choose certain products or services, not just because of their features but because of the specific job they need help with. It shows that customers do not just buy products; they use them to solve real problems or reach goals. For example, when someone buys a backpack, the real job might be to carry a laptop safely to school or work. By focusing on these real needs, businesses can design better products, improve customer experience, and solve problems more effectively.
This framework also helps teams move beyond basic data like age or location and focus on what truly matters in a user’s decision. It is especially helpful in product design, marketing, and innovation. Learn more about Jobs-To-Be-Done Framework examples, importance, how to identify jobs to be done, and more below.
What is Jobs-To-Be-Done Framework?
The Jobs-To-Be-Done Framework is a structured approach used in product strategy to identify the core tasks or outcomes customers aim to achieve. It was introduced through the work of Clayton Christensen and further developed by Tony Ulwick through the Outcome-Driven Innovation method.
Rather than focusing on customer profiles or product features, JTBD asks, “What progress is the user trying to make in a given situation?” This question shifts attention toward user intent and context.
The concept views products as tools people “hire” to complete a job. This job can be functional, emotional, or social. Understanding this helps businesses uncover hidden needs and deliver meaningful solutions that align with what really matters to users.
This method is widely used across industries like healthcare, education, and tech to drive innovation and build products that fit real-world situations.
How to Identify Jobs-To-Be-Done in Your Business?
To identify Jobs-To-Be-Done (JTBD) in your business, focus on understanding what your customers are really trying to achieve, not just which product features they use. JTBD looks at the goals, tasks, and problems that lead someone to “hire” a product or service. The following are the steps to help you identify JTBD:
1. Talk to Customers in Context
Have open conversations with customers about what they were doing before, during, and after using your product. Ask questions like, “What were you trying to solve?” or “What made you choose this solution?” This helps reveal their functional, emotional, and social needs.
2. Look at the Customer Journey
Map out the steps customers take to complete a task. Notice where they face problems, delays, or confusion. These points show where a job is not being done well.
3. Study Customer Behavior
Use data to see how customers interact with your product. Look for patterns like frequent drop-offs or repeated actions. Focus on what outcomes they are trying to achieve instead of just who they are.
4. Apply Outcome-Based Thinking
Use tools like Outcome-Driven Innovation (ODI) to find out which jobs are most important to users but not well satisfied. This helps you focus on the right problems to solve.
5. Test and Learn
Create simple prototypes or updates based on the jobs you’ve identified. Test them with real users and ask if the solution helped them do their job better. Adjust based on real feedback and results.
By focusing on the jobs your customers are trying to get done, you can create products and services that truly meet their needs and stand out in the market.
Examples of Jobs-To-Be-Done Framework
The Jobs-To-Be-Done (JTBD) Framework helps us understand the real purpose behind a customer’s choice. Below are two examples that show how this approach works:
1. Milkshake for Morning Commute
A fast-food chain discovered that many customers were buying milkshakes early in the morning. The reason wasn’t just taste. The real job was to have a quick, easy-to-drink breakfast that kept them full and made their long commute more enjoyable. By understanding this, the company improved the milkshake’s thickness and packaging to better serve that job.
2. Grammarly for Confident Writing
People use Grammarly not just to fix grammar mistakes. The main job is to write clearly and professionally so they can feel confident at school or work. It helps users improve their writing and build trust in their communication.
These examples show how focusing on the “job” helps businesses meet real customer needs more effectively.
Importance of Jobs-To-Be-Done Framework
JTBD Framework is important because it helps businesses focus on what customers are really trying to achieve, not just what product they are buying. It looks at the goals, problems, and needs behind each decision, which gives a deeper understanding of customer behavior.
1. Understand Real Customer Needs
JTBD helps identify functional, emotional, and social jobs that customers want to get done. These are often missed when we only look at age, gender, or buying habits.
2. Build Better Products
By knowing what job the customer needs help with, businesses can create products that are more useful and relevant. This improves the product-market fit and solves real problems.
3. Support Innovation
JTBD helps teams find unmet needs, which can lead to new ideas and better solutions that stand out in the market.
4. Improve Marketing
When businesses understand why people choose a product, they can use that insight to create stronger messages that speak directly to customer goals.
Pros and Cons of Jobs-To-Be-Done Framework
The Jobs-To-Be-Done (JTBD) Framework has many benefits but also some challenges to consider.
Pros of Jobs-To-Be-Done Framework
JTBD helps businesses focus on real customer needs and create better products.
- Focuses on solving true customer problems, not just adding features.
- Reveals functional, emotional, and social reasons behind choices.
- Improves product-market fit and increases customer loyalty.
- Prevents unnecessary features by asking why they matter.
- Identifies new opportunities by uncovering unmet jobs.
Cons of Jobs-To-Be-Done Framework
Using JTBD can be difficult and resource-heavy for some teams.
- Requires time-consuming research and deep customer interviews.
- Insights can be unclear and need careful interpretation.
- Often lacks quick quantitative data for fast decisions.
- Needs extra work to turn insights into real product changes.
Overall, JTBD is a valuable tool but requires effort to use effectively.
Also Read:
- Empathy Map and User Persona, Key Differences, How to Create Map & Benefits
- A Day in the Life of a Product Manager, Key Roles & Responsibilities
- 11 Top Customer Acquisition Strategy: Gain New Customers Easily!
- Product Prototype: Definition, Types, and Examples in Design & Benefits
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Jobs-To-Be-Done Framework FAQs
What is the JTBD method?
The JTBD method focuses on understanding the real goal customers want to achieve when they use a product, shifting attention from features to outcomes.
What are the four elements of the JTBD framework?
The four elements are: Job Statement (what the customer wants to achieve), Desired Outcome (the functional or emotional result), Context (the situation around the job), and Constraints (barriers that make the job difficult).
How to write a good job to be done?
Write it using clear, solution-free language focused on the desired outcome, like “keep my teeth healthy” instead of “brush my teeth,” to allow room for innovation.
What are examples of jobs to be done?
Examples include using Zoom to connect remote teams, Spotify to match music to your mood, and Uber to get somewhere quickly and reliably. These cover functional, emotional, and social needs.
What is the difference between JTBD and HMW?
JTBD defines the core task a user needs to complete, while HMW (“How Might We”) turns problems into creative design questions. JTBD is more strategic; HMW is used for brainstorming solutions.
